Kairon Gnothi

I was so surprised by this advertising in Beijing subway that I took pics immediately. The ad is for a mobile phone which features the MashiMaro theme: in the white color, round and plump shape, and probably offer pre-set wallpapers and theme animations like most theme phones do. The slogan in large red characters reads: The fashion wind of Marshimaro is spreading over Beijing.

Surely there is no time-machine. I have to tell myself again and again. The day is Apr. 30, 2007, and the period I recall when Marshimaro WAS overwhelmingly popular in this city was at least 5 years ago. The flash series of this rabbit was created in 1999 and made it the first Korean cartoon character that gained international popularity. In China became extremely popular in no time. However, today the character is still there, the fad has died out.

Have no idea what was in this company’s mind. The phone would be a great success if it was launched 4 years ago. Not today. Marhimaro is not Hello Kitty. Pity for that. In some sense the Marhimaro character is more like modern youth with strong personal character and full of airs of freedom, quite different From Hello Kitty’s pinky goody-goody image whose fans are mostly quiet girls. Theoretically this figure can enjoy a bigger success in the market.

I heard that the reason for Marshimaro’s disappearance is copyright and marketing mechanics. The name in Chinese had been quickly registered in China and applied on all kinds of merchandises within weeks even before its Korean creator prepared to explore business opportunity in this country. Limited marketing mechanics (mostly name and logo franchising) also hindered business development. Finally it was considered as non-lucrative and the creator stopped launching more flash series. And this baddy yet lovely rabbit stopped there at its 7th series, and perhaps forever.