Naver Webtoon's popular series "Maruneun Kangjwi" will see its main character, Maru, make a debut as a pictorial model for fashion magazine "Elle".

On Jan. 22, Naver Webtoon said Maru will take part as a pictorial model for Elle's February issue. It is the first time a webtoon character appears as an official pictorial model in Elle Korea.

The pictorial was planned around the themes of hanbok and Lunar New Year. It includes a solo pictorial of Maru, an introduction to collaboration goods and a virtual interview.

To mark Maru's pictorial debut, Naver Webtoon released 3 types of goods including a blanket and a tumbler, a lucky pouch and a pouch. The products can be purchased through KakaoTalk Gift. It also plans to release a special video on Feb. 4 on the YouTube channel "I Am Maru" featuring an episode of Maru trying out a day at the office.

In mid-February, it will also introduce cookie gift cards using Maru intellectual property (IP). The Maru edition cards will be sold at convenience store chain GS25.

The collaboration shows the IP's vitality is expanding even after the series ended. "Maruneun Kangjwi", which began serialization in June 2022 and ended in November 2024, has maintained its fandom through pop-up stores and brand collaborations. Last year it drew attention with the release of an animation and a pop-up store that introduced about 150 types of goods.

Kyungbo Nam (남경보), head of IP business at Naver Webtoon, said the collaboration expanded the IP's activities into fashion pictorials, backed by continued fandom support even after the series ended. He said the company will continue building an ecosystem where webtoon characters meet fans in everyday touchpoints and gain vitality.