- Fan-experience merchandise featuring volleyball legend Kim Yeon-koung and 14 volleyball players' special moments through AR technology
- Exclusive launch of variety show IP-based AR merchandise... b.stage+ accelerates commerce strategy to expand fan experiences
SEOUL, Korea - January 28, 2026 (Wednesday) - b.stage+ (bstageplus.com), a global fan-to-fan platform operated by bemyfriends, a global fandom business company, is exclusively launching AR photocard merchandise for MBC's popular sports variety show <The Wonder Coach>.
MBC's <The Wonder Coach> is a sports variety show that follows volleyball legend Kim Yeon-koung's journey as a director and the growth process of 'Wonder Dogs', a team composed of 'underdog' players. The show recently won the Excellence Award for Non-Drama Series at the '2025 Broadcasting Content Awards,' receiving recognition for both its artistic quality and popularity. Beyond the established women's volleyball fandom, the program has attracted new viewers, maintaining high interest and fan engagement even after broadcast. This fan interest and participation has now expanded through the launch of AR merchandise on b.stage+.
The AR photocards are limited-edition merchandise capturing special moments from the program featuring volleyball legend Kim Yeon-koung and 14 volleyball players. The cards incorporate AR (Augmented Reality) technology that plays hidden videos when scanned with a mobile camera. Fans can go beyond simply viewing the physical photocards and experience the players' vivid moments through videos on their smartphones, extending their connection with the content.
The merchandise usage is designed to be fan-friendly. By scanning the QR code on the back of the photocards, users can access the 'NUPY' AR viewer environment that supports AR content playback. When the camera is pointed at the photocard, videos of the players come to life. Additionally, combining the back designs of the photocards unlocks additional 'hidden videos,' enhancing both collection value and entertainment for fans. By naturally connecting physical ownership with digital viewing, the fan experience extends beyond one-time consumption.
The AR photocard packages come in regular, special, and autographed versions, provided randomly. By implementing video content of the players through AR, the product offers an intuitive experience that can be enjoyed not only by fans who watched the program but by any sports fan. Sales begin exclusively on b.stage+ (https://bstageplus.com/shop/kr/products/1473) today (28th) at 6 PM.
This project is significant not just for selling broadcast merchandise on a one-time basis, but for applying b.stage+'s accumulated IP commerce operating methods to variety show content. By incorporating limited edition planning, fan participation elements, digital experience integration, and post-purchase expansion structures from the product design stage, the project is structured to naturally convert content fandom interest into platform experiences.
Woo-Seok Seo, CEO of bemyfriends, the operator of b.stage+, stated, "We are excited to exclusively present special merchandise from a popular variety show," adding, "We plan to continue developing projects through b.stage+ that expand IP value into fan experiences and commerce."
Meanwhile, b.stage+ is growing as a platform that supports fans' overall lifestyle based on its capability to design fan experiences encompassing content, community, and commerce. Based on global fandom business infrastructure utilized by over 350 clients and 1,000 artists worldwide, bemyfriends supports 'Fandom Business 360' from fan communication to global e-commerce and membership operations. Going forward, b.stage+ plans to expand its commerce model that directly connects IPs with fans and continue to enhance technology-integrated fan experiences.
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