Millimages, one of the oldest independent animation studios in Europe, has launched a new digital channel that will be hosted by popular character Molang as a YouTuber. The innovative concept will see the optimistic bunny and sidekick Piu Piu interacting with their fans through video concepts normally made by humans (such as gaming, ASMR, reactions and various challenges), propelling the brand into a new dimension of social media.
Launched in June 2023, Molang’s YouTuber videos have racked up an impressive 50,000 subscribers and 4 million views in just two weeks — with 2M views alone on the video of the cartoon duo playing the horror video game Poppy Playtime. The channel will release a new 10-minute episode every Friday, with 26 episodes planned over the next six months. The videos are produced by Millimages’ studio in Paris with a 16-person creative team including writers and creative directors managed by the company’s in-house Social Media team.
“For the last three years, we’ve seen our subscriber base grow — 1.2M+ in just one year — by focusing our content strategy on social networks aimed at young millennials and Gen Z, who represent 78% of Molang’s audience,” explained Kévin Maintrot, Millimages’ Head of Digital Content Strategy. “Also by experimenting with a number of formats and concepts, such as parodies on Instagram and TikTok dances. This brand-new YouTuber concept is a great business and strategic opportunity that breaks the fourth wall, offering multiple creative possibilities and future partnerships.”
“This project anchors Millimages’ strategy to also develop digital-led projects so that we can wear two hats as both traditional producers and digital-first producers,” added Adrien Moretto, General Secretary. “It’s in our DNA to be pioneers, to try things out, to bring new dynamics to the industry. With the advantages of our independence and over 30 years of expertise, we’re free to take risks: and given Molang’s YouTuber figures in just a few weeks, the gamble is paying off!”
Also on the squishable charmer’s schedule: Molang will be making a public appearance at this year’s Japan Expo in Paris from July 13-16. A high-end pop-up shop at stand J183 will provide fans with a bubble of tranquility in the middle of the show, where to buy exclusive merchandise, meet the Molang mascot and participate in the latest influencer activities.
Based on the illustration of Korean artist Hye Ji Yoon and the creation of the Molang universe by French author Marie Caroline Villand, Millimages started producing the Molang TV series in 2015, which now has over 312 episodes and has been sold in 195 countries. TV success quickly expanded to digital, evolving into a lifestyle brand with a hugely successful consumer products program.
Kind and affectionate, Molang has a unique, instantly recognizable style, representing the values of empathy, softness, tenderness and joy. Molang has no nationality, is ageless and gender-neutral, caring for everyone and everything.
Everybody loves Molang. Molang loves everybody.
Molang’s YouTuber exploits can be viewed on the @MolangChannel.
