I’m Pine Nut

“I’m Pine, THANKQ” is a new character IP inspired by pine nuts and pineapples. Born from the witty phrase “a world like pine nuts,” it aims to deliver humor and healing in today’s stressful society. The main character, Steve Jats, grew up in a pineapple village believing he was one of them, only to discover his true identity as a pine nut. Alongside his loyal friend THANKQ, he embarks on playful adventures. This IP blends Korean cultural sentiment with universal values of relaxation, positivity, and fun. It expands into merchandise, licensing, and mini-books, targeting Gen Z and young consumers, with Korea and China as its first markets toward global reach.