[Scrap] The powerful convergence of BTS IP and K-food: Sinjeon Tteokbokki’s TinyTAN restaurant collaboration surpasses 100,000 units in overseas sales
- T8P
- 3월 24일
- 2분 분량
Built on the formidable IP power of global superstars BTS, the mobile game BTS Cooking On: TinyTAN Restaurant has translated its digital universe into the real world—delivering record-breaking results through food.
Sinjeon Foodsys announced that its Sinjeon Tteokbokki HMR products, developed by integrating the TinyTAN game universe, surpassed 100,000 units in cumulative overseas sales within just one month of launch across five markets, including the United States, Japan, and Vietnam. This marks a compelling case of successfully transferring BTS’s immense fandom influence into the food industry via a gaming platform.
The project adopted a highly sophisticated synergy strategy—embedding BTS IP into game content and extending it seamlessly into offline products. Sinjeon Tteokbokki recreated the culinary world experienced through TinyTAN in the game as ready-to-eat meals, offering users a multi-dimensional brand experience. Notably, Sinjeon’s first overseas HMR export was achieved through this BTS IP collaboration, effectively capturing both K-pop fandom-driven consumption and the growing global demand for convenience foods.
Market response across regions has been exceptionally strong. In the United States and Canada, demand surged from the outset as BTS fandom and gaming audiences converged, driving explosive early sales. In Australia, products exceeded initial targets in a short period, fuelled by rapid exposure through online communities and social media. Across Asia, including Japan and Vietnam, high IP loyalty has translated into a solid base of repeat customers.
Industry observers regard this collaboration as a textbook example of a business model where a powerful IP—BTS—organically connects gaming and K-food. With global fan interest expected to peak alongside BTS’s upcoming performance at Gwanghwamun Square, demand for related products is projected to maintain a strong upward trajectory.
Sinjeon Foodsys emphasised that this initiative—combining global IP with gaming content—plays a pivotal role in its international expansion strategy. The company plans to continue developing collaborative products built on influential cultural content such as K-pop and gaming, further expanding its global consumer touchpoints.
Headquartered in Daegu, Sinjeon Foodsys operates HACCP-certified facilities and the Sinjeon Museum, maintaining a stable franchise system that delivers consistent taste and quality across more than 700 outlets nationwide.
Source: Kyunghyang Games
