‘WASHZ’ character from laundry-themed universe declares entry into Chinese market at 2025 Korea Content Week

• Inspired by daycare nap blanket laundry, the unique character aims to launch in China

BASH Co., Ltd. (CEO TAE SHIK CHO) announced that it has unveiled its original character IP ‘WASHZ’ during 2025 Korea Content Week hosted by the Korea Creative Content Agency, held in Beijing.

BASH CEO TAE SHIK CHO delivers an IR pitch at ‘2025 Korea Content Week’ | Photo by BASH

The event took place at the Grand Millennium Hotel in Beijing, where CEO Cho introduced the origins of the WASHZ character and outlined future plans during the IR pitch session.

WASHZ is a character born from real-life experience running a daycare blanket laundry business. The daily routine of carefully washing children’s beloved blankets inspired the transformation of the ordinary act of laundry into a fantasy world, leading to the creation of a distinctive character IP.

“I wanted to express the stories behind each child’s blanket and the warmth I felt during the washing process through a character,” said CEO Cho. “WASHZ is more than just a character—it serves as a messenger of cleanliness and warmth. I hope its pure and comforting image offers emotional healing, especially to people feeling overwhelmed and fatigued in modern society.”

BASH plans to develop the WASHZ character step by step. It will first focus on strengthening the character’s storytelling and raising brand awareness through various content platforms. From there, the company aims to expand into character merchandise, animation, and games.

Back in April, BASH signed an MOU with Beijing Jetset YiHe Technology and announced its intention to go global by hosting a WASHZ character contest. Its participation in Korea Content Week builds on this effort by solidifying existing partnerships and seeking concrete strategies for business expansion in the Chinese market.

What sets WASHZ apart from other character IPs is that it was developed based on actual business experience. The expertise gained in the laundry industry and direct service experience with children shaped a realistic yet relatable character design.

BASH expressed its ambition to use WASHZ to promote cleanliness and emotional warmth to children, while also growing it into a globally recognized K-content brand.

BASH specializes in character IP licensing and animation production. Using the WASHZ character set in a laundry-themed universe, the company targets China, Taiwan, and Japan as its initial markets for IP licensing and animation production. It is currently preparing for full-scale B2B market entry through a global character contest in April 2025, offering a total prize pool of USD 15,000.