Year
2025
Role in project
Brand Partnership, Event Activation, iillustration
Client
Pudgy Penguins × Lotte Series.L
ABOUT THE PROJECT
Lotte Series L. x Pudgy Penguins KBW 2025 featuring SM Jazz Trio
Bringing Pudgy to the Main Stage: Web3 Meets K-Pop Culture.
We led the Lotte Series.L partnership to bridge Pudgy Penguins into Korea’s mainstream entertainment scene.
At the Jamsil Lotte Concert, Pudgy Penguins stole the spotlight with SM Jazz Trio, 10cm, and Sunwoojunga. As title sponsor of the September 2025 Series L concert, Pudgy Penguins entered the Web2 cultural arena through music, art, and play. This connects global Web3 identity with local pop culture energy.
From creative direction to on-site execution, The Blurb managed end-to-end production that includes the art, merchandise, and experiential design. The highlight: an interactive claw machine activation on the day of the concert with exclusive Pudgy prizes, creating an approachable entry point for new fans.
Together, we built a campaign that turned fandom into participation, blending Pudgy’s warmth and humor with Korea’s love for community engagement and experiential marketing.
What We Delivered:
We delivered a fully localized cultural activation designed to introduce Pudgy Penguins to Korea’s music-loving audience through co-branded storytelling and immersive experiences
IMPACT HIGHLIGHTS:
- Expanded Pudgy Penguins’ reach into Web2 Korea’s pop culture and music sectors
- Generated organic buzz through influencer engagement and local fandom participation
- Reinforced Pudgy’s brand as approachable, fun-first, and culturally adaptive
- Activated cross-platform awareness between Korean audiences and global Pudgy community
Key Activations:
Full Creative Direction
Acrossart, merchandises, and experiential branding
Pudgy Claw Machine
Design and production featuring community priz3es and gamified challenges
Special Photo Booth
and more fun experiences before the show begins!
Timeline takeover
