Great British Bake Off star boosts Molang brand as UK growth continues

High profile collaboration with Kim-Joy for brand reflects strategy of targeting Millennials and Gen Z in the UK.

The Molang brand has been given a boost in the UK marketplace, with Millimages teaming up with food influencer, kawaii fan and former Great British Bake Off finalist, Kim-Joy, to further strengthen its social presence in the territory.

Focusing on the UK market, Kim-Joy fronts a recipe video for making Molang decorated biscuits, which she unveiled to her 247k Instagram followers this week (w/c May 18), via IGTV.

Her fans will have the chance to win Molang prizes as the baking star judges their efforts to recreate the recipe at home.

To celebrate the collaboration, Millimages has created a series of Kim-Joy x Molang GIFs based on its character, and will syndicate campaign content across Molang’s social channels.

Kim-Joy also took to Twitter to raise further awareness of the collaboration.

“In many ways, Molang and Kim-Joy are kindred spirits, so we could not dream of a better collaboration and are looking forward to unveiling it to our fans,” commented Lise Cosentino, director of marketing and communication at Millimages.

Kim-Joy added: “If you follow Molang online, you’ll know we both share a passion for baking and cooking. As a huge Molang fan, I’m really excited about this partnership and can’t wait to bring the baking and kawaii communities together through the Kim-Joy x Molang recipe video – keep watching my Instagram feed for more details.”

The collaboration reflects the new strategy to target Millennials and Gen Z in the UK, explained Ian Wickham, director of Licensing Link Europe, the UK & Ireland agent for Molang.

“We’re positioning Molang as a cute character whose themes of friendship, happiness and humour chime with this age group,” he commented. “Kim-Joy is a perfect fit for the brand and will no doubt raise awareness among these key audiences.”

Recent weeks have seen Millimages enhance fans’ digital experience of Molang through the launch of two AR filters on Instagram and Facebook, as well as releasing the character’s first fully-curated album, Molang Music.

GIF usage via GIPHY and Tenor continues to increase, with nine billion users expected by summer 2020.