Paper robot: A new challenge to the global market
(Published May 10, 2012)

[Gyeonggi Contents Company Report (1)] ‘Pabot’ developer, INP

◇ Representative Park Byeong-un (second from the left) and INP employees ⓒ G-News Plus / Yu Je-hun

“Overseas buyers are very surprised by a robot made out of paper.”

A Korean company is challenging the global plastic model market which is led by Japan. The company, INP, surprised the market with the launch of its folded-paper 3D robot ‘Pabot’ (paper robot) in January 2011.

On May 10 at the Gyeonggi Content Agency in Bucheon City, Gyeonggi Province, INP representative Park Byeong-un (46) introduced “Pabot, a product that utilizes the merits of paper-folding to enhance both concentration and creativity.”

Pabot is the world’s first folded-paper 3D robot, a combination of scientific assembly techniques and paper folding. Pabot has been developed as an educational product to help improve children’s cerebral development and ability to concentrate.

Mr. Park explained “The paper craft (i.e., the art of folding paper into model ships, tanks, airplanes, etc.) that I used to enjoy when I was young inspired the invention of Pabot.” He added, “Each Pabot in the series consists of 70 to 80 paper components and has a name, a different weapon and unique characteristics. We are planning to use them as characters in an animated movie in the future.”

Mr. Park also said, “Gundam, made by the Japanese company ‘Bandai’, opened the world pramodel market in the 1970s. Compared to Gundam, Pabot is less expensive and has outstanding detail and color sense. We have great confidence in it.”

Pabot received praise at toy shows in Hong Kong in January 2011 and in Germany in February this year. Unlike plastic robots, Pabot’s size is more controllable and the robot is very colorful. While a 30-centimeter-tall plastic robot costs between KRW 70,000 and 80,000, the retail price of Pabot is only about KRW 10,000. INP has set itself a sales target of USD 200,000 for next year.

◇ Representative Park posing in front of Pabot. ⓒ G-News Plus / Je-hun

Representative Park was involved in the trading business for three years before the Asian financial crisis hit Korea in 1997, and ran an underwear distribution business for another three years after that. In 2002, Mr. Park invented a set of educational chopsticks for children, called ‘Edison chopsticks,’ and launched INP, which is now ten years old.

While preparing to move into the character industry, Mr. Park realized that content and product quality is essential, no matter how appealing the character is itself. The educational Edison chopsticks came about during his efforts to create a product linked with a character.

Edison chopsticks have three loops that indicate the proper placement of the thumb, index and middle fingers. Characters that are highly popular with young children, such as Pororo, Pooh and Thomas the Tank Engine, adorn the tops of the chopsticks. Mr. Park explained, “I was inspired by the fact that children these days more commonly use forks despite the benefits of using chopsticks; namely, enhanced brain development.”

The product received a huge amount of attention immediately upon its release. Online orders continued unceasingly, and about 1,000,000 pairs of chopsticks were sold during their first year on the market. Edison chopsticks were awarded the bronze prize at the Korea Patent & Technology Convention.

In addition to this, the ‘Edison toothbrush,’ which has a self-inking stamp to motivate children to brush their teeth, a silicone baby spoon, and a fruit juice filter mesh which has been awarded patents in the USA, Japan and Germany are also popular INP products.

INP is one of the 38 content companies located in the Gyeonggi Contents Agency and currently employs 28 personnel. When the business began, INP received support to attend international expos and exhibitions from the Gyeonggi Small and Medium Business Center. Additionally, Gyeonggi Province helped the company through a few projects including provincial product development, e-business trading and others.

“The most important thing about a new idea is to gain empathy. Because the value of a product is determined when consumers choose and purchase a different concept, the competitiveness of the core idea determines the potential benefits and value of that product.”

Mr. Park commented on corporate philosophy, saying, “Any business that wants to succeed in the market must develop contents that are based on the power of creativity and that have the possibility of becoming a ‘one source multi-user’.”

“There are a number of examples, such as simple smart games developed as character products. Angry Birds is an excellent model of the phenomenon. We have also developed contents with global competitiveness, such as Robocar Poli and Pororo in the domestic market; however, accurate target market analysis and careful positioning can help us to avoid tremendous failure.”

Representative Park promises, “Based on its success in the domestic market, our company will keep developing useful daily living accessories combined with new ideas and deliver competitive products to the global market.”

◇ Pabot created by INP. ⓒ G-News Plus / Yu Je-hun

ⓒ G-News Plus News | Lim Jeong-seon jslim123@kg21.net

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