Hyundai's in-house character expands beyond department stores through local government tie-ups and international events, with fashion and accessory collaborations in the pipeline

A Heindi-themed space set up at the 2026 Goyang International Flower Exhibition in April [Hyundai Department Store]
A Heindi-themed space set up at the 2026 Goyang International Flower Exhibition in April [Hyundai Department Store]

Hyundai Department Store's mascot "Heindi" is stepping well beyond the walls of its home retailer.

Hyundai Department Store said Tuesday that merchandise sales featuring Heindi rose 73 percent year-on-year in the January–October period this year. The character's official Instagram account surpassed 100,000 followers as of October, up more than 30 percent from roughly 76,000 a year earlier.

Heindi debuted in 2019 as a white-puppy character created by Hyundai Department Store, carrying the message "let's remember moments of happiness" with customers. The character's story follows Heindi as it sets off on an adventure to collect happiness alongside jelly-shaped friends Jelping, Jelppo and Jelbong.

Hyundai Department Store has promoted Heindi through its own retail channels, including The Hyundai Souvenir — a curated gift shop on the fifth floor of The Hyundai Seoul — and The Hyundai Hi, a premium curation specialty store. This year the character has broadened its reach through collaborations with other characters.

In September, Hyundai Department Store signed an MOU with the Daejeon Tourism Organization and launched a collaboration with Daejeon's local mascot "Kkumdori." Co-branded advertisements appeared at 1,285 bus stops and on about 1,000 buses across Daejeon, inside three subway stations — Daejeon Station, City Hall Station and Yuseong Oncheon Station — as well as at Daejeon Expo Citizen Plaza and Daejeon Sky Road.

In April, a Heindi-themed space was installed at the 2026 Goyang International Flower Exhibition. Later that month, on the 21st, Heindi took part in a ceremonial first-pitch event at a professional baseball game.

Hyundai Department Store plans to release Heindi collaboration products through partnerships with brands popular among Gen Z consumers and foreign visitors, and intends to expand the merchandise lineup to include fashion items and accessories.

"In the past, characters were a marketing tool for making consumers aware of a brand, but now they are evolving into a medium for building relationships and forming common ground with customers," said Park Geun-ho, executive director of sales strategy at Hyundai Department Store. "We will continue expanding the brand experience through content that is uniquely Heindi's own."


soho0902@heraldcorp.com