In the context of South Korea’s economy, the term “funsumer” refers to a consumer trend that prioritizes the entertainment value of products over their cost-effectiveness or practicality. This shift towards enjoyment and fun is vividly illustrated by the success of Chimney Puppy. This company has captured the hearts of funsumers and achieved remarkable sales figures.

Chimney Puppy’s story began with the viral snow duck clip craze of 2020. Founded a year earlier by Representative Yoon Chang-gun, it was the exclusive seller of these snow duck clips in Korea. The clips, which allow for the easy creation of duck-shaped snow sculptures, skyrocketed in popularity thanks to RM, the leader of the internationally acclaimed K-pop group BTS.

RM and ‘Ducktan Sonyeondan’

In January 2021, RM took to Twitter to share a delightful gift with the ARMY (BTS‘s fanbase)—a set of seven snow ducks he made, which he affectionately called “DTS” or “Ducktan Sonyeondan.” This act wasn’t just a whimsical start to the year. It also held special meaning as the number seven represents the seven members of BTS, and 2020 marked their seventh year together as a group.

RM also shared a photo of these snow ducks on Weverse. He captioned it with, “Waited one year,” suggesting that he had been planning this cute surprise. The posts were made around midnight on January 7 KST. They caused a stir on social media, with “joonie” (a nickname derived from RM‘s birth name, Namjoon) trending as fans shared their joy and affection for RM’s creation.

Fans found the posts endearing. Some were in stitches because they couldn’t help imagining RM running around Seoul making his snow ducks. Others were simply overwhelmed by the cuteness of the gesture. Unfortunately, the snow ducks melted away with the change of seasons, and RM, also known as the “God of Destruction” due to his tendency to accidentally break things, reported that he had broken the snow duck clip he used to create DTS.

When winter returned, and snow once again covered Korea, the hope for DTS’s comeback was high, but RM reminded everyone that the snow duck mold was still broken. Try as he might, he could only produce disproportionate or half-made snow ducks. But fans were pleasantly surprised when later, RM posted an Instagram Story revealing the successful comeback of OT7 DTS, much to the joy of ARMYs worldwide.

Instagram/@rkive

DTS’s comeback

The behind-the-scenes hero of DTS’s comeback was none other than Jin, BTS’s eldest member. After RM admitted to breaking his snow duck clip, Jin offered to buy him a new one. Jin also sent a clip to his brother and sister-in-law, who shared their own creation on Instagram. RM‘s influence and the power of social media led to a dramatic increase in demand for Chimney Puppy’s product.

Representative Yoon’s understanding of the market was key. He stated, “Consumers have a need for fun products,” acknowledging the growing trend of exchanging ‘useless gifts’—those that prioritize amusement over practicality, often chosen for their humor or uniqueness. Chimney Puppy, with its young workforce, was perfectly positioned to engage with and respond to this cultural shift.

The story of Chimney Puppy and RM‘s “endorsement” shows how the funsumer trend is shaping the South Korean economy. Companies are succeeding by focusing on fun products that encourage social sharing, and add a playful element to life. This trend is redefining business strategies by focusing on developing products that resonate emotionally with consumers, especially the youth. It aims to foster a more experiential form of consumerism. – K-Pop News Writer

Featured Image: A series of posts by BTS’s RM sparked a trend that had an impact on his country’s economy. Now that’s power! Source: X/@btspicstwt_.