Kakao IX is a Kakao Corp’s European branch. As a director of the company, I was given two missions. One is to increase the engagement of Korean’s favourite messenger app KakaoTalk in Europe. The other one is to make a successful debut of KakaoTalk’s character brand Kakao Friends in Europe. Although these two are already well-known abroad among those interested in Korean culture, they have never been properly introduced to it or have no means to continue the brand experience. Hence helping them continue their journey is my priority. This challenge requires to directly address customer-facing and B2B as well, especially Kakao Friends needed partners to penetrate to the European market with goods. The below section demonstrates some online and offline efforts, including Winter Wonderland 2019, Licensing Expo, M&O, and Kakao Friends Home Smart Appliances.