Kim-Joy, Molang Share the Recipe for SuccessKim-Joy, Molang Share the Recipe for Success

Millimages has teamed up with foodie influencer and kawaii fan Kim-Joy of “Great British Bake Off” fame to bolster Molang’s fast-growing social presence in the U.K.

“If you follow Molang online, you’ll know we both share a passion for baking and cooking,” says Kim-Joy. “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.”

Focusing on the U.K. market, Kim-Joy fronts a recipe video for making Molang-decorated biscuits, which she unveiled to her 247,000 Instagram followers 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.

“This collaboration reflects our new strategy to target Millennials and Gen Z in the U.K., positioning Molang as a cute character whose themes of friendship, happiness and humor chime with this age group,” says Ian Wickham, director, Licensing Link Europe. “Kim-Joy is a perfect fit for the brand and will no doubt raise awareness amongst these key audiences.”

“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,” says Lise Cosentino, marketing and communication director, Millimages.

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.