Who is Molang?
Molang came about from the meeting of two women. In 2010, Korean illustrator Hye‑Jie Yoon began doodling the first sketches of Molang and Piu Piu in her student notebooks. In 2014, Hye-Ji met French author and director, Marie Caroline Villand. Marie Caroline immediately fell in love with Molang. She then created the characters, their stories, quirks and values, making them adorable best friends in an utopic universe.
Today Molang is a 360° IP, with six animated TV series, an international licensing programme supported by licensing agents across the globe. A viral phenomenon, Molang embodies kindness and positivity, and has over 10 million fans on social media, where they parody pop culture on Instagram, dance to K-pop songs on Tik Tok and post gameplay videos on YouTube.
a character-brand that promotes values of kindness, softness, positivity, emotional wellbeing and inclusion. It is appealing to audiences of all ages but especially Gen Z and Millennials through its cute aesthetic and non-verbal emotional discourse. Molang is...
Emotional wellbeing Universal Cuteness Kindness and empathy Connection
Above right: Hye‑Jie Yoon
Right: Marie Caroline Villand
Molang in numbers
10M fans on social media
867K 2M
3.5M 2.4M 1M day
30M+ views per day
100+ licensees
3000+ products
1M plush sold worldwide in 2025
196 countries where the TV series is broadcast
Molang is for everyone
Molang is truly a transgenerational brand, bringing together audiences of all ages through its universal message of kindness, friendship and positivity. While the gentle TV adventures of Molang and Piu Piu naturally appeal to young children, the brand’s humour, design and pop-culture references also resonate with teenagers and adults.
Young children and teens
Young children and teens connect with Molang because the character embodies gentleness, kindness and emotional warmth without irony. In a digital environment that can often feel chaotic or cynical, Molang represents a safe emotional space.
Above right: Plush is best-selling category for younger children.
Right: Nici’s plush range for preschoolers.
Gen Z, Millennials and young adults
Gen Z, Millennials and young adults often respond to Molang as part of a broader culture that encourages slowing down, emotional warmth and simple joy. Engagement often extends into lifestyle habits, including purchasing comfort products such as plush toys, stationery and home décor, and sharing Molang imagery alongside themes like cosy routines, journaling and mindfulness.
Above
Below: Viquel’s Molang range makes ideal gifts for children.
Kawaii lovers
Molang fits naturally within the kawaii aesthetic culture, which originated in Japan and emphasises charm, innocence, softness and playfulness. Fans of kawaii aesthetics enjoy collecting plush toys, pins, stickers and stationery, while also curating cutethemed digital spaces that reflect this visual style.
Parents and gift buyers
Parents frequently perceive Molang as a trusted character for children because the stories emphasise kindness, cooperation and positivity. As a result, Molang is often positioned as a safe and wholesome gift character, making it a popular choice for toys, books and children’s merchandise.
Right: Cute highlighters are a hit with children.
Left: TikToker sanae_cc at the La Bulle Molang pop-up in Paris in 2025
right: Molang appeals to adults with its emotional warmth.
Above: Molang stationery from Blueprint Collections appeals to Kawaii lovers.
Molang on social media
A viral phenomenon, Molang embodies kindness and positivity, bringing together more than ten million fans across social media, TV and gaming.
Social media
Molang is in tune with current market trends and built to resonate with today’s digital culture. With a mix of short-form and long-form content, along with music, Molang taps into a variety of formats to connect with a wide audience. Frequent uploads ensure content is fresh and consistent to keep followers engaged.
Left: Social media memes capture seasonal moments.
Above, middle and right: Molang’s social media is always on-trend.
Molang on YouTube
Molang has three YouTube channels, each targeting a distinct audience, allowing Millimages to tailor content and tone to specific viewer needs. This multi-channel strategy enables more precise content development and audience growth, ensuring each demographic connects with Molang in a way that feels relevant and meaningful.
Molang Cartoon
Molang Cartoon is a general channel dedicated to kids and family.
2.19M followers +1B views
Molang YouTuber
Molang YouTuber is a channel dedicated to Gen Z and millennials with content inspired by pop culture and current trends to capture the adult audience. 475+K followers 120+M views
Mini Molang
Launching in 2026, Mini Molang will feature animated shorts, light educational themes and lullabies.
Game on
Molang Match ’n Munch is a cosy, feel-good puzzle game where Molang and Piu Piu travel through colourful worlds, matching snacks, collecting ingredients, and restoring lost recipes in a sweet adventure. The game was nominated for the 2025 Pégases Awards Best Mobile Game of the Year.
TV spin-off for younger audiences
A new animated format targeting preschoolers and early learners is coming in 2026, opening up new opportunities in preschool consumer product categories.
Committed to kindness
Molang champions a gentler, more compassionate world. Through everyday content as well as special campaigns in public spaces and on social media, Molang uses its popularity to share meaningful messages: caring for yourself and for others, protecting the planet, and embracing everyone’s differences.
Maison Bulle mobile community space
Conceived by designer Marine LB, the Maison Bulle mobile community space made its way around seven different music festivals in France in 2025, allowing festival-goers a safe space to rest, release their emotions or simply enjoy some peace and quiet. Thousands of festival-goers enjoyed a much-needed break in this calming space.
Safe Space Campaign
In 2022 and 2023, Molang became an ambassador for e-Enfance, the French national organisation dedicated to tackling bullying and supporting young people in their digital lives. In partnership with MédiaTransports, the campaign deployed a large-scale DOOH initiative across transport networks, featuring advertising screens in the Paris Metro and in stations operated by SNCF, as well as 230 screens in major cities including Lyon, Marseille, Bordeaux and Lille. Altogether, the campaign reached an estimated 8 million people per day.
Han River clean-up ambassador
As ambassador for the Han River clean-up, Molang thanked volunteers in Seoul with special stickers, celebrating their efforts to restore and protect the river together.
Above: Advertising screen on the Paris Metro. Left: DOOH billboards at a SNCF station.
Right: Molang and Piu Piu helped clean up the Han River.
Licensing across the globe
The Molang licensing programme is truly a global success, with more than 100 licensees spanning key territories across Europe, North America, Latin America and Mexico, MENA and Asia. It brings Molang’s charm to life across all major product categories, including plush and collectibles, publishing, fashion, and home décor and gifts.
Key territories:
• Europe
• North America
• LATAM and Mexico
• MENA
• Asia
Key categories:
• Plush and collectable
• Publishing
• Fashion
• Home deco and gift
Always in fashion
Molang’s playful charm is stepping into the spotlight with a growing number of licensees, bringing the brand to life across stylish, feel-good collections that blend cuteness with everyday wear.
Inset: Max Fashion’s collection is available in its stores across the Middle East, North Africa and India.
Inset: A capsule collection with Sahinler brought Molang’s cuteness to babyware.
Inset: Molang tee-shirts bring joy and character to every day wear.
Inset: Pizza is popular from Skybrands in Denmark.
Cuteness overload
Molang’s expanding portfolio of toys and collectables highlights the brand’s broad, cross-generational appeal. While plush is the top-performing category – with over 1M units sold in 2025 - Molang continues to balance play for a younger audience with a growing range of collectable products for older audiences and pop culture enthusiasts.
Inset: Spanish licensee Play by Play gives Molang and Piu Piu a unicorn makeover.
Inset: Molang Yummies from Artoyz are a series of blind bag collectables featuring Molang and Piu Piu as popular food items.
Below: Heathside is the master toy, selling more than 525,000 products in 2025 across plush, collectables and blind bags.
Inset: Nici’s plush appeals to a younger audience.
On the page
Above: Coming soon from Larousse (France) are a 2026/27 agenda and an adult activity book.
The Helen
Molang’s publishing programme brings the brand’s signature warmth and positivity to the page, spanning cosy colouring books for adults, activity titles for children and a charming range of gift books.
Inset: A collaboration with Maxilivres (France) includes activity books and colouring books.
positivity and kindness with every
the perfect gift for anyone seeking a little extra happiness in their day.
Above:
Exley collection spreads joy,
page, offering
Inset: The first of three cosy colouring books from Penguin Random House (UK) will launch this summer, tapping into the growing cosy colouring trend.
Designed for daily delight
From stationery to jewellery, licensees are creating a diverse mix of feel-good items designed to slot seamlessly into daily routines, adding a touch of softness, joy and personality to every part of the day.
leather goods.
Above: Viquel’s back-to-school collection includes stationery and small
Above: Blueprint Collection’s new Molang range includes stationery, gift and hydration featuring Molang and Piu Piu with a fresh, fruity design.
Left: Coming this autumn: a convertible Molang backpack and the Molang crossbody bag from British designer, Kira Kira.
Inset: Fans can celebrate their friendship with a set of three Molang and Piu Piu friendship bracelets from The Carat Shop.
Molang in QSR industry
In May 2025, Molang partnered with Burger King France for a King Junior meal promotion featuring a collectable set of six pairs of socks — the first ever produced by Burger King France. Millimages created exclusive content blending both brands. The campaign was a major success, with socks selling out in two weeks and strong demand for an adult version, highlighting Molang’s crossgenerational appeal.
Other collaborations
In a six-week campaign in autumn/winter of 2019, McDonald Happy Meals in selected restaurants in France came with one of four packs of Molang collectable cards.
At KFC during a six-week campaign in spring 2024, kids’ meals came with one of four Molang books on fairy tales and legends.
Above: Social media graphics helped promote the campaign.
Talking shop
From high street stores to travel hubs and promotions, these activations show how the brand connects with fans through playful products and real-world experiences.
La Grande Récré, France
A lively in-store celebration took place on 27 September at La Grande Récré Beaugrenelle, bringing the world of Molang to life for visiting families and fans. The afternoon event featured a photo booth with a Molang mascot, bubble teas and cupcakes, as well as a DIY workshop where visitors could create personalised Molang pouches.
Right: Molang was at the store to meet and greet customers.
Below: There was bubble tea and cupcakes for everyone.
HMV, UK
The 10th anniversary of Molang was marked in the UK with a nationwide retail activation across HMV stores, running from 18 August to 5 October 2025. Stores featured an assortment of new Molang merchandise, including plush, keychains, tee-shirts, bags, collectables and jewellery, giving fans the opportunity to engage with the brand in-store.
Right: The range included plush, keychains, tee-shirts, bags, collectables and jewellery. Far right: Customers loved the Molang merchandise in-store.
Relay, France
Last summer, Millimages partnered with Relay to launch a retail activation in Relay stores across France. Dedicated Molang corners were installed in Relay stores located in major airports and train stations, creating high-visibility touchpoints for travellers. The activation featured a multicategory product offer, including plush, publishing, back-to-school items and collectables, alongside exclusive products developed specifically for the campaign.
Above: Social media shorts boosted the campaign.
10 years of kindness
In May 2025, Millimages curated an immersive pop-up space in Paris to celebrate the 10th anniversary of Molang. La Bulle Molang experience featured creative workshops, yoga sessions, exhibitions and exclusive merchandise, capturing the heartwarming, soft, and joyful world of Molang and Piu Piu over the past 10 years.
3M reach on social media and paid media reach
Inset: Visitors could buy exclusive merchandise at the pop-up.
Above: La Bulle Molang was a pop-up in Paris in 2025 to celebrate the 10th anniversary.
Left: The pop-up took visitors on a journey through the world of Molang.
Alexandra Algard-Mikanowski Commercial Director licensing@millimages.com
Justine Diaz-Anillo Brand Manager communication@millimages.com