Fast-moving consumer goods have increasingly turned to IP as a growth lever--shifting from sporadic tie-ins to sustained pipelines that fold characters and storyworlds into everyday use. In a crowded aisle where performance parity is common and price wars are relentless, IP offers distinctiveness, emotion, and repeatable reasons to choose: a sensorial cue, a collectible moment, a shared language for families. The result is “functional fandom”--where rinse cycles, scent notes, and format convenience are wrapped in worlds that consumers already care about.
The collaboration sits within a broader industry pattern: IP activations exiting the confines of pop-up culture and entering the pantry. Globally, we’ve seen toys step into QSR, anime into beverage, and gaming aesthetics into personal care. The thesis is consistent--fandom unlocks frequency when you meet it in routine--and the packaging, textures, and even scent architecture become the canvas.
Shanchan slots naturally into that cadence. The character’s everyday mischief—grass stains from after‑school sprints, snack smudges from mid‑episode munching, the comic “oops” that makes a family laugh—mirrors the small dramas that end up in the laundry basket. In that translation, the chore becomes a beat in the story: a bright icon on the cap that a child points to, a playful line on the label that a parent smiles at, a fresh, upbeat note that says “sorted” when the machine door clicks shut. It’s humour made useful, nostalgia made tactile, and a shared wink across generations that turns a necessary task into a light, solvable moment.
“Consumers aren’t just buying efficacy; they’re buying a feeling. When IP shows up in high-frequency formats, it creates daily touchpoints that build brand memory without needing a big-tent moment every time,” said Catherine Yeung, Associate Director, Corporate & Brand Development, WayWay HK.
For Creative IP Farm, the tie-up extends beyond a single drop. As a corporate donor, WayWay HK’s support underwrites a series of IP-led product waves, with a pipeline designed to test themes, iterate formats, and map what resonates across demographics. It also connects back to the trade’s ongoing pivot: how to translate fandom energy into measurable, habit-level engagement.
Officially rolling out this season via IP Farm’s e‑shop, the line opens under a partner-powered benefit sale model. Full product specifics and release phasing will follow in the next announcement; proceeds after costs will support IP Farm’s development initiatives to advance local brand culture product development and the creative economy.