Baedal Minjok Unveils New Character 'Dochihak'... 'Expanding Its Brand Universe'

[Financial News] Baedal Minjok is introducing a new brand character, 'Dochihak,' modeled after a hedgehog and a crane. The company aims to provide users with a new delivery experience throughout the entire delivery journey.
According to industry sources on the 7th, the hedgehog and crane that inspired Dochihak have frequently been used in traditional Korean folk paintings as symbols of wishes for good fortune.
Drawing on their traditional symbolism, Baedal Minjok reinterpreted the two animals as new characters. The name is a play on words that sounds like 'arrival' when pronounced quickly, capturing the journey from the start of a delivery to its arrival.
Dochi is depicted with a small black eye on a star-shaped body covered in spines, while Hak has an elongated body leaning on a cane, a spotted head, and a sleek beak.
Dochihak has appeared in various forms on the Baedal Minjok app, in promotions, and at company events since April.
Baedal Minjok plans to continue expanding its brand universe by applying Dochihak across various businesses, including services, marketing, and content, so that its new characters can naturally become part of the overall brand experience. The company is also considering ways to incorporate its existing character, 'Baedali.'
Han Myung-soo, head of the Creative Division at Woowa Brothers, said, "The character embodies Baedal Minjok's desire to deliver joy and trust to customers from the beginning to the end of the delivery process." He added, "We will broaden its applications so that customers can encounter it in various parts of Baedal Minjok in the future."
[email protected] Jang Min-kwon Reporter