Kakao said it will run a year-long campaign across online and offline channels themed “10 Years Together” to mark the 10th anniversary of the debut of Ryan, a flagship Kakao Friends character.

Ryan first appeared on Jan. 22, 2016 with a backstory of being a male lion without a mane. Despite a seemingly blunt look, it became popular for its considerate personality and established itself as a flagship Kakao Friends character. Over the past 10 years, about 10,000 types of merchandise have been released and more than 500 brands have partnered on collaborations.

Through the campaign, Kakao will release a special Ryan video and 10th anniversary-edition products in stages. The video can be seen on the KTX media facade at Seoul Station and on official social media channels.

Anniversary products include the “Ilgwang Bulb X Kakao Friends Ryan Edition Table Stand” and the “Ryan Local Road” edition. The Ilgwang Bulb collaboration is mood lighting that renders the character in three dimensions. Ryan Local Road turns appearances from content that visits cities in and outside South Korea to introduce local attractions into items such as dolls.

Kakao’s online Friends Shop will sell a limited number of lucky boxes made up of Ryan products for 39,000 won at discounts of up to 95 percent. The Hongdae flagship store will install a large 10th anniversary structure. Store visitors will receive a commemorative sticker pack on a first-come, first-served basis, along with discount benefits.

A Kakao official said, “We plan to make 2026 the year of Ryan, commemorate the time so far and continue the story while engaging with fans.” The official added, “We will also strengthen touchpoints with global fans, including by releasing products in collaboration with 8 emoticon artists in the future.”