Horse and cat motifs to anchor AI concierge service, merchandise and expanded customer engagement

Kiwoom Securities' original characters Kiuma (left) and Kiumyo. [Kiwoom Securities]
Kiwoom Securities' original characters Kiuma (left) and Kiumyo. [Kiwoom Securities]

Kiwoom Securities is stepping up its brand marketing with the launch of its first original characters, Kiuma and Kiumyo. The brokerage plans to go beyond its existing advertising campaigns by weaving the characters into investment information and AI services to broaden customer touchpoints.

Kiwoom Securities said Thursday it had released Kiuma and Kiumyo, characters inspired by a horse and a cat, respectively.

Kiuma draws on the horse's speed and its role as a guide, symbolizing a companion that helps customers stay on course toward their investment goals even in a complex market environment. The character incorporates Kiwoom Securities' signature magenta pink to reinforce brand identity.

Kiumyo is a cat-inspired character billed as a "master of investment moves." It reflects the cat's ability to climb high while landing safely, and its two differently colored eyes represent the capacity to watch both market rises and falls at the same time.

Kiwoom Securities plans to deploy Kiuma as an "AI concierge" within its AI services, connecting investors with relevant information and financial products. The character will guide customers to the services and investment data they need more quickly and easily.

The company has been broadening its public reach this year after signing actor Yoo Hae-jin as its new advertising model, and is now extending that effort into character-based brand marketing. It released an ad in April under the tagline "No time to explain — ride to No. 1," followed by a second spot in July focused on retirement pensions. The strategy pairs Yoo's approachable, trustworthy image with the new characters embedded in digital services, aiming to translate brand recognition into active use of its financial platform.

Kiwoom Securities plans to share content featuring Kiuma's daily life and investment tips through its official Instagram channel, and will roll out merchandise — including diaries, plush toys and stickers — on a rolling basis.

Kiuma made its public debut Saturday at a Kiwoom Securities partner day held during a Kiwoom Heroes versus KIA Tigers game at Gocheok Sky Dome in Seoul, where the company distributed Kiuma stickers to attendees.

"We want to introduce Kiwoom Securities' services in a more approachable way through Kiuma and Kiumyo," a company official said. "We will work to make the Kiwoom Securities brand a fun and exciting experience through characters that people of all ages can enjoy."


kacew@heraldcorp.com