Naver Webtoon Characters Maru and Chunbae Hit the Ballparks: Collaboration with LG Twins and Kiwoom Heroes Ignites Fandom Frenzy

The Unprecedented Union: Webtoon Meets KBO

Did you know that for the first time ever, beloved webtoon characters are stepping onto the baseball field in Korea? Naver Webtoon has announced a groundbreaking collaboration where Maru from 'Maru is a Puppy' and Chunbae from 'Meow Man' are joining forces with the LG Twins and Kiwoom Heroes, two of the KBO's most popular teams. This partnership is not just about selling merchandise—it's about merging two powerful fandoms and creating unforgettable experiences for both baseball and webtoon fans. The move signals a new era where digital storytelling and sports entertainment collide, and fans are here for it.

Maru x LG Twins: A Home Run for Fans

From June 26, fans can grab exclusive Maru x LG Twins merchandise—including uniforms, marking kits, hats, keyrings, plushies, and more—on the official LG Twins online store 'Collab Shop'. But the real excitement starts at Jamsil Baseball Stadium from June 27 to 29 with the 'Invincible Maru Day' event. Expect a pop-up store, character-themed photo zones, and even a ceremonial pitch by Maru. The collaboration is generating buzz not only for its creative goods but also for the immersive fan experiences, with long lines at pop-up stores and fans eager to snap selfies with Maru installations. The LG Twins hope this will make the ballpark a must-visit spot for both baseball lovers and webtoon enthusiasts.

Chunbae x Kiwoom Heroes: Cat Magic at Gocheok Sky Dome

Chunbae, the whimsical cat-turned-human from 'Meow Man', will make her ballpark debut on June 28 at Gocheok Sky Dome during the 'Hero Chunbae Day' event. Here, fans will find new Chunbae x Kiwoom Heroes merchandise, including apparel and collectibles, at a special pop-up store. The collaboration aims to infuse the playful spirit of Chunbae into the baseball experience, with themed illustrations, cheering gear, and interactive zones. Kiwoom Heroes plan to continue these marketing activities, ensuring that the magic of Chunbae and the excitement of baseball create lasting memories for fans of all ages.

The Power of Webtoon IP: From Page to Pop Culture Phenomenon

Both Maru and Chunbae hail from webtoons that have already concluded—'Maru is a Puppy' wrapped up in November 2024, and 'Meow Man' ended in March 2021. Yet, their popularity has only grown, with each character boasting a dedicated fandom that transcends the original stories. Maru's IP has collaborated with a wide range of brands, from GS Retail and Domino's Pizza to Samsung Galaxy and Lotte World, while Chunbae has appeared in campaigns for beauty brands and mobile games. This cross-industry appeal highlights how webtoon characters are evolving into major cultural icons, especially among Korea's MZ generation.

Community Reactions: Fandoms Collide and Celebrate

On Korean online communities like Theqoo, DC Inside, and Instiz, fans are ecstatic. Positive comments dominate, with users praising the creativity of the collaboration and sharing excitement about seeing their favorite characters at the stadium. Some express nostalgia for the webtoons, while others are eager to collect the limited-edition goods. There are a few concerns about merchandise prices and availability, but the overall sentiment is overwhelmingly supportive. The collaboration is seen as a win-win for both sports and webtoon fandoms, sparking new conversations about the future of character branding in Korea.

Why This Matters: Cultural Insights for Global Fans

If you're new to Korean webtoons or KBO culture, here's what you need to know: Webtoons are a massive part of Korean youth culture, with Naver Webtoon boasting a 73% market penetration among 19–24-year-olds. Baseball, meanwhile, is a beloved national pastime, known for its passionate cheering and family-friendly atmosphere. This collaboration is more than just a marketing stunt—it's a reflection of how Korean pop culture industries innovate by blending digital and real-world experiences. For international fans, it's a chance to see how beloved characters like Maru and Chunbae can bridge communities and create new forms of shared joy.

Behind the Scenes: The Making of a Fandom Event

The logistics behind these collaborations are impressive. Naver Webtoon and the baseball teams have coordinated everything from exclusive product drops and pop-up stores to interactive photo booths and ceremonial pitches. The events are designed to maximize fan engagement, with special photo cards, themed kiosks, and even unique merchandise frames for selfies. Last year's Maru pop-up stores broke records for both sales and attendance, proving that the appetite for webtoon IP is stronger than ever. As more brands seek to tap into this trend, expect to see even more creative collaborations in the future.

What’s Next for Webtoon Character Collaborations?

The success of Maru and Chunbae at the ballpark could set a new standard for cross-industry partnerships in Korea. With both characters continuing to thrive post-serialization, their IPs are likely to appear in more unexpected places—from beauty brands to amusement parks. For fans, these collaborations offer a way to keep their favorite stories alive and to connect with fellow enthusiasts offline. As the boundaries between digital content and real-life experiences blur, the Maru and Chunbae baseball events stand as a testament to the enduring power of fandom in Korean pop culture.