IP Collaboration Craze: Are Young People Buying Products or Emotional Value?

In recent years, IP collaboration products have become more and more popular among young consumers. From catering to cosmetics and lifestyle products, major brands have cooperated with well-known characters from movies, games and animation series to launch limited edition goods. These products often trigger a rush to buy and they sell out quickly.

Although the product itself may not be much different from the regular version, many young people are willing to pay a higher price for the emotional value behind the co-branded product. This trend reflects a change in consumer behaviour where emotional satisfaction has become an important factor affecting purchasing decisions.

Ryan, a university student, said that he recently bought a collaboration product of a well-known beverage brand and a famous cartoon character. He explained that the unique design and limited edition packaging were the main reasons for his purchase. As he said, “What  attracts me is the unique design and limited edition packaging. I also like this cartoon character very much, so I feel that it is more special than ordinary products.”

Ryan admits that IP itself is more important than the product itself. “It’ s mainly because of the IP role,” he said, “I could have bought similar products from other brands, but this co-branding cooperation makes it more attractive and worth trying.” He added that if there is no co-branded cooperation, even if the product quality and price are good, he may buy it, but it will not feel so unique or excting.

Chris, another university student, believed that the popularity of IP co-branded products is not only in exquisite packaging. He thinks that these products can arouse consumers’ emotions about favourite characters, childhood memories and personal interests, thus creating emotional value. “IP collaboration products can create emotional value because they can evoke people’ s feeling of favourite characters, childhood memories or personal interests, they can also make consumers happy and make them connect with the brand and IP.” he said.

However , Chris pointed out that price is still an important factor for students to consider. Although he likes IP collaboration products, he will consume them cautiously. “As a university students, my budget is limited, “he said, “I’m usually willing to spend about RM30 to RM80, depending on the product and my love for IP. If it’s a limited edition or a collection, I may spend more.”

Ryan and Chris’s experience shows that young consumers don’t just buy the product itself. Although quality and price are still important, emotional attachment, nostalgia complex and uniqueness have become powerful driving forces for consumption. For brands, IP cooperation is no longer limited to simple marketing activities, but has evolved into a strategy to establish stronger emotional connections with consumers. As more and more companies launch cooperative products, emotional value is expected to continue to be an important factor affecting young people’ s purchasing decisions.

A retail display featuring limited-edition IP collaboration products.

(Source: CUI YIXIAN)