Not just cute: 20-somethings making money from original characters

AS HELLO Kitty, Little Twin Stars, Rilakkuma and Gudetama prove, cute fictional characters can mean plenty of merchandising opportunities, big bucks for their creators, and a loyal following across the world.

This potential is not lost on local creatives, who have been developing original characters which they sell on everything from stickers, keychains and art prints to socks, T-shirts and plush toys. They have also noticed more Singaporeans working on illustrations – a phenomenon aided by technology and accessibility.

What’s exciting is that the fan base of these artists is not limited to Singapore; international customers are a growing segment for their character merchandise.

We talk to a few of these 20-something creators to find out more.

Pigeoncrafts

As far as Cheryl Lai is concerned, growing up doesn’t mean that one should let go of one’s love for cute things. “Cute and fun things can be appreciated at any age,” insists the 24-year-old. “It’s okay to love bright colours, cartoons and whimsical characters if they bring you happiness.”

And it was precisely this sense of joy that Lai rediscovered during the pandemic in 2020, when she started drawing as an outlet for the burnout she felt at university. She was studying at Nanyang Technological University’s (NTU) School of Art, Design and Media then. Over time, she developed her own art style and created original characters.

And so, Pigeoncrafts was born.

She founded the brand together with Ryan Tan, 28, who handles the operational aspects of the business. Tan, who has a degree in logistics and supply chain as well as a Master of Business Administration, was previously working in the lifestyle industry.

Drawing inspiration from Asian cartoons and popular media with interesting backstories, Lai came up with their first two characters – Pigeon and Wolfy, based on animals they love but are often considered “unlikeable”.

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The two characters are now the main stars of the brand, and have been joined by others such as Potato the dog and Tuxie the community cat. Pigeoncrafts started with simple products such as die-cut stickers, sticker sheets, art prints and keychains, most of which were locally sourced and partially produced by the couple.

Despite being introverts, Lai and Tan promoted Pigeoncrafts at events such as the recent Night At Orchard bazaar.

“We keep our target audience around the same age range as ourselves, as this helps us understand our customers better and create relatable and functional merchandise,” says Lai, adding that the brand’s buyers range from university students to young working adults.

It now has an online store and also sells via social media, with Instagram its main platform. This has given the brand global reach, with 43 per cent of its revenue derived overseas. International customers come from the United States, Canada, Europe, Australia and Hong Kong.

Prices range from S$3 for a sticker to S$29 for a plush toy or bullet journal. Pigeoncrafts’ characters are also trademarked in Singapore.

While “it is definitely possible to earn good money from original creations”, success depends on how well-received a character is, says Lai, who was working as a tattoo artist post-graduation.

“Income-wise, at this point in time, we would say it’s lower than when we were in our full-time jobs,” she reveals, adding that most of the profits go back into developing new products and scaling up the business.

“However, this does not mean it is unprofitable or not financially rewarding. For now, our focus and efforts are channelled towards expanding and growing as much as possible in the coming years, as well as to build a good foundation of products.”

Byjolyn

Jolyn Kang was working as a graphic designer and merchandiser for an e-commerce brand when she decided to spend her free time livestreaming herself drawing on Twitch. The first character she created was a playful pink cat, for which she designed a Telegram sticker pack in January 2022. It has been used more than half a million times on the instant messaging service since.

Last year, she quit her job to pursue art as a career.

“My art explores various moods, especially those related to ‘adulting’,” says the 29-year-old, who holds a diploma in experience and product design from Singapore Polytechnic, as well as a degree in industrial design from the National University of Singapore. “I strive to create pieces that allow people to convey their inner thoughts in a cute and relatable manner.”

In addition to the cat, she has two other original characters: a cheerful frog and a laid-back duck. “Each character embodies a unique personality, symbolising various moments we encounter in life,” says Kang, adding that she uses humour and self-deprecation in her creations, which draw inspiration from everyday emotions and experiences.

She now has some 80 different products with a mix of stickers, prints, apparel and lifestyle goods such as tote bags, water bottles and even handmade ceramic cups and figurines. Prices range from S$2 to S$38. Her customers are mostly young working adults, art lovers and people who enjoy work and adulting humour.

Kang, who has noticed a rising demand for cute and functional art, also ships internationally, including to customers in the United States, Norway and Germany.

While revenue fluctuates from month to month, participation at some events can yield “more than the average monthly salary” at her previous job.

“There seems to be a notable shift among Singaporeans, with more individuals embracing art as a means of self-expression,” she says. “I envision a more vibrant art scene in Singapore, akin to the thriving scenes in (South) Korea or Taiwan, with larger and more frequent events. I also hope for local art to become more mainstream, with increased collaborations among local artists.”

Thebunmeo

Crystal Loh was in polytechnic studying industrial design when she started posting illustrations of her pet rabbit, Romeo. As her fan base grew, she began selling stickers in 2020 while her partner, Paul Florentino – then also pursuing a diploma – helped with administrative work.

Now studying visual communication at NTU’s School of Art, Design and Media, the 24-year-old has created other characters, most of them inspired by the couple’s pets and other stray animals they love. The duo grew the brand online through merchandise sales, with the product range encompassing everything from vinyl stickers, albums, washi tapes and enamel pins to plush bunnies. Prices range from S$1.50 to S$25.

When pandemic restrictions were lifted, she and 23-year-old Florentino – now an undergraduate studying food technology at the Singapore Institute of Technology – participated in local and overseas fairs, with her characters well-received in South Korea and Indonesia.

Today, most of Thebunmeo’s customers are women aged 18 to 35. Outside of Singapore, the next largest group of customers are from the United States, with the rest coming from Indonesia, Mexico, South Korea and Canada.

The journey has not been without its challenges, though, with the couple having to juggle studies and business. Loh also had to overcome self-doubt. Today, Thebunmeo is a passion project that brings in a “decent” income.

As they build the business, Loh will focus on growing her characters’ stories and worlds and create more personalised art and designs. Increased participation in both local and overseas events are also on the cards.

“I feel that art used to be looked down on, especially by older generations,” she says. “But seeing new artists has inspired me to continue pursuing it. I have been inspired by many of these characters, and I hope my characters inspire many more!”