– Dear Klairs has entered their second consecutive year of partnership with professional baseball player Kim Do-yeong, the official ambassador of the brand.
– The collection garnered widespread acclaim across domestic baseball forums ahead of its release, drawing enthusiastic responses from baseball fans.
– To celebrate the renewed partnership, Dear Klairs collaborated with popular webtoon artist Kim Se-ryuk to release a line of limited-edition merchandise featuring a new original character based on the athlete.
Dear Klairs has officially renewed its contract with professional baseball player Kim Do-yeong, entering their second consecutive year of partnership. Over the past year, Dear Klairs has built a strong connection with sports fans through authentic, community-first marketing. Regional outdoor advertisements in Gwangju—the home base of Kim Do-yeong’s team—and organic moments, such as Kim Do-yeong using Dear Klairs products on reality broadcasts, helped boost brand familiarity among local baseball enthusiasts.
The brand consistently engaged with fans throughout the season, maintaining calendar content through X during the player’s injury recovery period and launching viral milestone events. During Kim Do-yeong’s home run streak, Dear Klairs ran events for every home run scored. By his 25th home run, campaign-related posts surpassed 38,000 retweets, sparking organic user-generated content across social media channels. Dear Klairs kept the momentum alive with another milestone event celebrating his recent 38th home run.
Building on this momentum, Dear Klairs is expanding its fan touchpoints through a new creative collaboration with popular webtoon illustrator Kim Se-ryuk. Well-known among fans for her charming drawings of the athlete, Kim Se-ryuk partnered with the brand to create “Jandi Do-yeong” (Grass Do-yeong), an original illustrated character featured on a line of limited-edition merchandise.
The character debuted via an Instagram webtoon by Kim Se-ryuk, sparking immediate viral interest and drawing enthusiastic responses from baseball fans, with comments praising the brand’s creative, fan-centric approach. Fan excitement expanded further through a sneak-peek preview of the merchandise with a popular creator within the fandom, triggering a flurry of positive reviews across domestic online baseball forums ahead of the official drop.
Originally scheduled as a 5-day promotion on Naver, the limited-edition merchandise completely sold out in just half a day, before selling out its remaining stock in under three hours during its final release on Musinsa.
“We are expressing the core value of ‘sensitivity’ championed by Dear Klairs through the dual languages of art and sports,” said Park Soung-ho, CEO of Wishcompany. “By collaborating with external fandoms that share our brand values, we aim to deepen connections with existing customers while introducing Dear Klairs to new audiences.”
Through multi-dimensional collaborations spanning sports and art, Dear Klairs is redefining brand engagement, seamlessly translating its core value of “respecting sensitivity” into meaningful cultural experiences for new audiences.