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Toys and Games in South Korea

Publisher Euromonitor International
Published Jul 08, 2025
Length 32 Pages
SKU # EP20199920

Description

Toys and games in South Korea grew in 2024, driven by the increasing popularity of collectibles, the purchasing power of kidults, the gachapon craze, and a further shift towards digital content. Key trends included AI personalisation, shaping engaging play experiences, and partnerships blurring lines between industries. The landscape became increasingly consolidated over the review period. E-commerce dominates distribution, with gacha marketing boosting consumer sentiment.

Euromonitor International's Toys and Games in South Korea report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

32 Pages
Toys and Games in South Korea
Euromonitor International
July 2025
List Of Contents And Tables
TOYS AND GAMES IN SOUTH KOREA
EXECUTIVE SUMMARY
Collectibles, kidults and digital content help drive positive performance
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Largest category of video games registers most dynamic performance overall
CHART 2 Analyst Insight
Gachapon trend expands, influencing marketing beyond toys and games
CHART 3 From Gachia Park to Hypermarkets
Bigglz uses AI to enhance toy customisation and engagement
DAY6's DENIMALZ merchandise leverages customisation to engage fans
CHART 4 JYP’s DENIMALZ Campaign Charms Fans
WHAT’S NEXT?
Video games to continue driving growth of toys and games
AI to drive development in toys and games
CHART 5 Krafton Bets on AI with InZOI Launch
Gacha marketing to gain further traction, but this will be more of a challenge for video games
Change to chat feature for Among Us alienates Generation Alpha
COMPETITIVE LANDSCAPE
Leader Nexon uses AI marketing, while Catch Teenieping gains notable share in dolls and accessories
Pikmin game resonates with millennials and Generation Z for providing enjoyment
Neptune diversifies via independent studio investment; Aurora World acquires Mary Meyer
CHANNELS
Retail e-commerce expansion driven by changing industry and pre-order systems
Gacha retail model helps to boost toys and games, while expanding across consumer goods
ECONOMIC CONTEXT
CHART 6 Real GDP Growth and Inflation 2019-2029
CHART 7 PEST Analysis in South Korea 2024
CONSUMER CONTEXT
CHART 8 Key Insights on Consumers in South Korea 2024
CHART 9 Consumer Landscape in South Korea 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Despite overall decline, dolls and accessories benefits from kidults and collectibles trends
CHART 10 Key Trends 2024
INDUSTRY PERFORMANCE
Dolls and accessories experiences double-digit growth, driven by Catch Teenieping
CHART 11 Lego Expands Botanicals Range
Pop Mart partnerships drive growth in collectibles
CHART 12 Pop Mart Grows Collectibles Buzz with Disney and K-pop
Catch Teenieping IP drives growth across children's products through partnerships
WHAT’S NEXT?
Construction to drive overall sales, while companies will look to diversify with AI and tech innovations
Major focus on kidults amid ageing population and low birth rates
Retail e-commerce to attract cost-conscious consumers while gacha model may be hindered by potential regulations and concerns
CHART 13 Analyst Insight
COMPETITIVE LANDSCAPE
Low concentration as LEGO Group retains lead while competitors make gains
Local company Young Toys gains ground by utilising intellectual properties
Aurora World acquires Mary Meyer to expand product range
CHANNELS
Retail e-commerce leads distribution, while hypermarkets loses ground
Experiential retail drives flagship and pop-up store expansion
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
AI and further shift towards digital content shape performance of video games
CHART 14 Key Trends 2024
INDUSTRY PERFORMANCE
Growth of video games software driven by digital sales
Pikmin pop-up store drives customer acquisition with collectibles
CHART 15 Pikmin Leads Game IP Push into Offline Collectibles
Krafton partners with McLaren and NVIDIA to enhance user engagement
CHART 16 Krafton And McLaren Mobile Game Partnership
WHAT’S NEXT?
Video games software set to drive future growth
AI personalisation and strategic partnerships drive video game changes
CHART 17 Analyst Insight
Local games studios consider overseas expansion as regulations could hinder in-game purchases
COMPETITIVE LANDSCAPE
Nexon strengthens leadership through user experience focus
Pikmin's appealing characters gain popularity among millennials and Generation Z
Companies look to strengthen positions through acquisitions
Krafton invests in studios, and launches AI-powered community simulation game
CHANNELS
Retail e-commerce dominates distribution amid in-app purchase growth
Nikke and Pikmin pop-ups boost experiential retail engagement
COUNTRY REPORTS DISCLAIMER

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