Kiwoom Securities (039490.KS) has introduced two in-house characters, Kiwooma and Kiwoomyo, and will use them for artificial intelligence-based investment guidance and marketing.
The brokerage said on the 27th that it had unveiled the brand characters. The names combine the company's English name, KIWOOM, with the suffixes "A" and "YO" to form KIWOOMA and KIWOOMYO.
Kiwooma, the lead character, is modeled on a horse. The design is meant to convey the role of a helper that guides investors as they search for the information they need in complex markets and move toward their investment goals. Magenta pink, the company's signature color, was applied to the character design.
Kiwoomyo takes a cat as its motif and is presented as a character with clever investment moves. Its two eyes are different colors, a design meant to signal that it watches both gains and losses at the same time.
Kiwoom Securities plans to deploy Kiwooma as an "AI concierge" in future AI services, connecting investors with information and services. The idea is to assign the character the role of a digital guide that points users to the financial services and investment information they need.
The brokerage will also expand content and offline marketing built around the characters. It has opened an official Instagram account for Kiwooma to provide investment information and lifestyle content, and it plans to release merchandise such as diaries, plush toys and stickers in stages.
Kiwooma made its first appearance in sticker form on the 22nd at the Kiwoom Securities Partner Day held during a game between the Kiwoom Heroes and the KIA Tigers at Gocheok Sky Dome. The company plans to use both characters at other events going forward.
"Through Kiwooma and Kiwoomyo, we want to make Kiwoom Securities' services feel more approachable," an official at the brokerage said. "We will use the characters so that customers can experience the Kiwoom Securities brand in a variety of ways."
