Group 1 - The article discusses the rising trend of IP collaborations in marketing, particularly in South Korea, highlighting the success of the Netflix animated film "K-POP: The Witch's Diary" which has increased global interest in Korean food products [1] - Following the film's release, the search volume for "Korean food" surged, prompting brands like Shin Ramyeon to launch co-branded products, resulting in a noticeable increase in their stock prices [1] - The trend is closely linked to the consumption psychology of the MZ generation (born between 1980 and 2000), who are willing to spend on emotional value products, even if they are not necessities [1] Group 2 - The beauty industry frequently utilizes IP collaborations, as seen with a home beauty device brand partnering with Sanrio's popular character, Melody, achieving cumulative sales of 4 million units by May this year, with over 2 million sold overseas [2] - A health and beauty store in South Korea launched exclusive Sanrio-themed products, indicating that IP collaboration has evolved into comprehensive, platform-centered partnerships [2] - While IP collaborations can quickly boost brand visibility and sales, there is a concern that over-reliance on such collaborations without maintaining product quality may lead to a decline in long-term brand vitality [2]