Core Logic and Risks of IP Monetization in Abstract Economy — Taking Joyoung Soy Milk's Hakimi as an Example

Based on existing information analysis, the case of Joyoung Soy Milk’s ‘Hakimi’ IP indeed represents the new trend of combining online culture with brand marketing. From search results, Joyoung has launched soy milk product packaging themed around the Hakimi cat image, designing cartoon cat images of different styles, which have gained market attention [1].

Abstract economy refers to an economic form that relies on non-traditional IP elements such as online subcultures, memes, and internet slang culture for commercial monetization. Its characteristics include:

: IP images often originate from online hits and lack a complete copyright system
: Relies on spontaneous user spread rather than traditional marketing investment
: Online trends change rapidly, and IP popularity may fade quickly

Based on the information obtained, Joyoung Soy Milk’s Hakimi IP monetization adopts the following strategies [1]:

• Combine the popular online Hakimi cat image with product packaging
• Design diversified IP images (cats wearing headphones, cats in different clothes, etc.)

• Product packaging design has social attributes, making it easy for users to take photos and share
• Use meme culture to trigger secondary spread

• Achieve product premium through IP images
• New categories like northern and southern mung bean soy milk are paired with IP packaging

• The Hakimi image originates from online culture, which may have originality disputes
• The copyright ownership of elements like emoticons and meme images is complex
• User-generated content (UGC) may conflict with official IP

• Recreate popular online elements to form new images with independent intellectual property rights
• Establish a complete IP image system, including design specifications and application scenarios

• Register trademarks and copyrights for original IP elements
• Reach authorization cooperation with online original creators to avoid infringement risks

• Use public domain or authorized emoticon and meme image elements
• Keep legal review records of the use of online elements

• Online hits are easily imitated quickly
• Multiple brands may chase the same hot IP at the same time
• Users may experience aesthetic fatigue with the same type of IP

• Endow IP with unique character settings and values
• Build continuous content production capabilities instead of relying on a single hit

• Expand from single product co-branding to peripheral products and offline experiences
• Establish an IP ecosystem to enhance user stickiness

• Involve users in IP design and iteration
• Form a unique IP cultural identity through community operation

• Establish an agile mechanism for IP updates
• Maintain content freshness to avoid user churn

• Convert short-term traffic IP into long-term brand assets
• Establish deep binding between IP and brand core values
• Invest in the development of original and exclusive self-owned IP

• Establish an IP risk assessment and management system
• Cultivate professional online culture insight capabilities
• Build a diversified IP matrix to diversify single IP risks

• Establish a sound intellectual property protection mechanism
• Conduct regular copyright compliance audits
• Prepare emergency response plans to handle potential infringement disputes

IP monetization in the abstract economy needs to balance short-term traffic acquisition and long-term brand building. While seizing online hotspots, it is necessary to establish a sound risk prevention and control system to ensure the sustainability of the business model.

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[1] Joyoung Soy Milk Hakimi IP Product Packaging Design and Marketing Case (https://pbs.twimg.com/media/G8u5BcUaIAAgeAc.jpg)