Suga, who was sensationally popular on the children's portal site 'Junior Naver', is back.

Shu, which had faded from memory after Junior Naver Game Land disappeared, is now attracting the attention of the MZ generation again through collaborations with various brands and pop-up stores.

To many people, Shu is someone who gives them the feeling of reuniting with an old friend.

The elementary school students who were obsessed with shoe games back then are now in their late 20s to early 30s.

The nostalgia they possess is becoming an important asset in the IP business these days.

1️⃣ Why did Avatar Star Shu come back to life?

Recently, Y2K sentiment and retro revival are trends in the IP industry.

Shu is a prime example of someone who has successfully ridden this wave and made a comeback.

• The Revival of Y2K Fashion/CultureShu's signature pastel tones and rustic dot graphics match the current Y2K aesthetic perfectly.

• Emotional connectionConsumers who have personal memories of a character go beyond being mere fans and possess a strong motivation to consume.

• Developed fanbase = New consumer targetNow, those with economic power are naturally becoming the targets.

In other words, Shu is not merely a retro trend, but can be viewed as a successful rebranding case that expanded its target audience as a ‘classic IP with an emotional connection.’

2️⃣ Who is operating the Shu IP?

Avatar Star Shu is originally a character from an online flash game created by Haitai Confectionery in 2005.

Haitai Confectionery is currently directly operating the IP business for choux.

Everything from Instagram and brand collaborations to merchandise and funding is being led by Haitai Confectionery.

Given that they are consistently pursuing a long-term commercialization strategy rather than just a fleeting success, we can also expect continued growth in the IP business in the future.

3️⃣ Current Status of Avatar Star Shu's IP Business

Since last year, Haitai Confectionery opened Sue's official Instagram account (@sue_avata_star) and began IP marketing by actively communicating with fans.

It made its presence known by surpassing 30,000 followers within just two weeks of opening, and it is still being operated steadily.

The first brand collaboration was with the cosmetics brand Isoi.

In the 'isoi Super Week' campaign, we unveiled 'Shu Game 2024' and showcased Shu-style content such as 'Making Shu's Blemish Serum'.

The collaboration emoticon ‘Super-Putticon’ sold out in just one day.

Next, we partnered with the transportation card brand EZL to introduce the Shoe transportation card.

It was a style where you could decorate it by attaching Shu character stickers yourself, which was perfect for the 2030 target audience who like customization.

And in June 2025, a pop-up store named ‘Shoo’s Birthday Party’ was also opened to celebrate the first anniversary of Shoo’s comeback.

Approximately 20,000 people visited the pop-up held in Seongsu-dong, and with its well-organized merchandise, exhibitions, and experiential content, it once again demonstrated its influence as an IP.

That is not all.

The 'Official Goods Launch' Tumblbug project, which ran for a month, achieved a funding rate of 3,516% and raised nearly 200 million won.

Goods that look like they came straight out of the nostalgic Shoe game, such as magic wand keychains, room decor stickers, and makeup pouches, achieved the feat of selling out on online and offline channels.

📈 ‘Avatar Star Shu’ Insights Summary

• Shu, returning with Y2K sensibilities and nostalgia, is an example of utilizing classic IP based on emotional resonance.

• We transformed simple memories into consumption through strategies utilizing various channels such as social media, merchandise, pop-ups, and brand collaborations.

Suga, who was sensationally popular on the children's portal site 'Junior Naver', is back.

Shu, which had faded from memory after Junior Naver Game Land disappeared, is now attracting the attention of the MZ generation again through collaborations with various brands and pop-up stores.

To many people, Shu is someone who gives them the feeling of reuniting with an old friend.

The elementary school students who were obsessed with shoe games back then are now in their late 20s to early 30s.

The nostalgia they possess is becoming an important asset in the IP business these days.

1️⃣ Why did Avatar Star Shu come back to life?

Recently, Y2K sentiment and retro revival are trends in the IP industry.

Shu is a prime example of someone who has successfully ridden this wave and made a comeback.

• The Revival of Y2K Fashion/CultureShu's signature pastel tones and rustic dot graphics match the current Y2K aesthetic perfectly.

• Emotional connectionConsumers who have personal memories of a character go beyond being mere fans and possess a strong motivation to consume.

• Developed fanbase = New consumer targetNow, those with economic power are naturally becoming the targets.

In other words, Shu is not merely a retro trend, but can be viewed as a successful rebranding case that expanded its target audience as a ‘classic IP with an emotional connection.’

2️⃣ Who is operating the Shu IP?

Avatar Star Shu is originally a character from an online flash game created by Haitai Confectionery in 2005.

Haitai Confectionery is currently directly operating the IP business for choux.

Everything from Instagram and brand collaborations to merchandise and funding is being led by Haitai Confectionery.

Given that they are consistently pursuing a long-term commercialization strategy rather than just a fleeting success, we can also expect continued growth in the IP business in the future.

3️⃣ Current Status of Avatar Star Shu's IP Business

Since last year, Haitai Confectionery opened Sue's official Instagram account (@sue_avata_star) and began IP marketing by actively communicating with fans.

It made its presence known by surpassing 30,000 followers within just two weeks of opening, and it is still being operated steadily.

The first brand collaboration was with the cosmetics brand Isoi.

In the 'isoi Super Week' campaign, we unveiled 'Shu Game 2024' and showcased Shu-style content such as 'Making Shu's Blemish Serum'.

The collaboration emoticon ‘Super-Putticon’ sold out in just one day.

Next, we partnered with the transportation card brand EZL to introduce the Shoe transportation card.

It was a style where you could decorate it by attaching Shu character stickers yourself, which was perfect for the 2030 target audience who like customization.

And in June 2025, a pop-up store named ‘Shoo’s Birthday Party’ was also opened to celebrate the first anniversary of Shoo’s comeback.

Approximately 20,000 people visited the pop-up held in Seongsu-dong, and with its well-organized merchandise, exhibitions, and experiential content, it once again demonstrated its influence as an IP.

That is not all.

The 'Official Goods Launch' Tumblbug project, which ran for a month, achieved a funding rate of 3,516% and raised nearly 200 million won.

Goods that look like they came straight out of the nostalgic Shoe game, such as magic wand keychains, room decor stickers, and makeup pouches, achieved the feat of selling out on online and offline channels.

📈 ‘Avatar Star Shu’ Insights Summary

• Shu, returning with Y2K sensibilities and nostalgia, is an example of utilizing classic IP based on emotional resonance.

• We transformed simple memories into consumption through strategies utilizing various channels such as social media, merchandise, pop-ups, and brand collaborations.