Bae Yong Joon to join Hello Kitty characters

Keyeast to join Sanrio in aiming for the international market

Bae Yong Joon will start a character merchandising business with Sanrio Co., Ltd., famous for Hello Kitty.

Keyeast who is in charge of Bae Yong Joon related businesses commented on the 25th, "We signed an MOU with Sanrio in regards to the usage of Bae Yong Joon’s images and Joon Bear to create character merchandise."

Sanrio which was established in 1960 has been successful in merchandising characters such as Hello Kitty. The company runs in Japan alone more than 1,500 stores and has 9 subsidiaries internationally along with approximately 8,300 official distribution channels.

Keyeast also commented, "We hope to expand the Bae Yong Joon official character business internationally through Sanrio’s experience and distribution channels."

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