MNB, a content marketing subsidiary of Netmarble, will hold an official collaboration between Kuya Restaurant and Sungkyunkwan University's festival, ESKARA, from October 1 to 2. Over the two days, limited-edition merchandise, photo frames, and offline events will be featured at the Natural Sciences Campus in Suwon.
The festival site will feature the characters 'Onion Kuya' and 'Riceball Kuya' styled in Sungkyunkwan University themes. Limited-edition collaboration merchandise such as adhesive bandages, handheld fans, and collectible stickers will be offered, along with festival-exclusive photo frame booths.
On campus, visitors can meet 'Onion Kuya' and 'Riceball Kuya' mascot costumes, with on-site programs including a staring contest event. The event runs from Thursday, October 1 to Friday, October 2.
Netmarble explained that this collaboration marks the first official partnership between Sungkyunkwan University's festival and a character IP. The initiative aims to expand offline touchpoints with university students using the Kuya Restaurant IP.
Kuya Restaurant is a spinoff brand of Kuya developed by MNB. Since its initial debut on Instagram in 2022, it has presented stories of Kuyas living in modern society.
MNB conducts integrated marketing communications (IMC) solutions and IP content business based on consumer, brand, and media trends. Recently, it has been expanding its gamification-based marketing consulting services, applying game elements to non-gaming services.
