Bigglz CEO Lee Hee-jung shares how emotional AI, character IP, and K-content converge to create digital wellness and global fandom experiences.
In a global tech landscape crowded with productivity-driven AI, Bigglz is carving out a different path — one centered on emotion, connection, and healing. Founded by Lee Hee-jung, a designer-turned-entrepreneur, the Korean startup blends character intellectual property (IP), emotional AI, and interactive technology to create digital experiences that feel deeply human. From AI-powered character chatbots and NFC-enabled goods to youth mental-wellness initiatives like the Hiing app, Bigglz sits at the intersection of K-content, fandom culture, and responsible AI innovation. As Korea strengthens its AI governance through the AI Basic Act and Korean creative technology gains global momentum, Lee’s vision positions Bigglz not just as a chatbot company, but as a new category builder — redefining how technology can comfort, connect, and heal hearts worldwide.
Interview: Heejung Lee, CEO & Founder of Bigglz
From Design to Emotional AI: The Birth of Bigglz
Lee’s journey began in design, not engineering. She earned a Bachelor’s degree in Visual Communication Design and a Master’s in Design Management at Ewha Womans University, and is currently pursuing a Ph.D. in Industrial Design.
“Through design, I learned what it truly means to build a brand — creating IP that carries emotional resonance,” Lee says. Running a design studio taught her how form, color, and storytelling can move people emotionally. Later, while working with tech companies, a recurring question emerged: Can technology express emotion?
That question became the foundation of Bigglz — a company built on the fusion of character IP, interactive AI, and emotional experience.
“Technology That Heals”: The Emotional Vision Behind Bigglz
Bigglz’s mission — to heal people’s hearts — crystallized during the launch of its first product, the Hiing app.
“When we first launched Hiing, many young users told us they felt lonely and wished that someone would ask how they were doing first,” Lee recalls. In response, Bigglz built a feature where the character proactively checks in and remembers users.
The reaction surprised even the team. Users described feeling genuinely cared for — not by an app, but by a presence.
“That moment made it clear to me. What we’re creating isn’t just technology. It’s a meaningful emotional experience.”
Lee Hee-jung, Bigglz CEO
Meet Pogny: The Character That Reflects Bigglz’s Philosophy
I relate most to Pogny, our warm-hearted bear who always wishes good luck for others and overflows with love.
Lee Hee-jung, Bigglz CEO
“I created Pogny as a character who feels like a mom — someone who listens without judgment and stays on your side,” she explains. “In that sense, Pogny reflects who I am, both as a mother and as a leader.”
While Pogny may be physically the opposite of Lee herself, the character embodies her values: empathy, listening, and sincerity.
Fun First, Healing Next: Bigglz’s Dual Identity
Bigglz operates at the intersection of entertainment and wellness — a balance Lee sees as essential, not contradictory.
“You need fun to open hearts,” she says. “Once the heart is open, that’s when emotional support can begin.”
The company first draws users in through character IPs, goods, and interactive experiences. Emotional AI, counseling-based chatbots, and mental-care modules are layered in naturally — not as clinical tools, but as everyday comfort.
Bigglz’s philosophy is simple: fun communication that heals and comfort that continues through connection are part of the same experience.
Building Emotional AI for a Global Audience
As Bigglz expands internationally, cultural empathy is critical. The company’s global strategy rests on three pillars:
- Local cultural research through global expos, licensing shows, and direct engagement
- Character persona localization, adapting tone, humor, and interaction styles beyond simple translation
- Emotional feedback loops that continuously refine AI responses based on regional emotional expression
“Without understanding the user, emotional AI can’t deliver the right message. Our goal is that wherever users are, they feel understood.”
Lee Hee-jung, Bigglz CEO
Regulation as a Competitive Advantage
The enactment of Korea’s AI Basic Act has reshaped Bigglz’s innovation strategy.
“As emotional AI enters sensitive domains, responsibility becomes non-negotiable,” Lee says.
Bigglz strengthened internal governance around privacy, ethics, and moderation, including a partnership with MindGardener to prevent unsafe chatbot responses. Rather than slowing growth, regulation enhanced credibility — especially abroad.
“Global partners see Korean-standard AI safety as a trust signal,” Lee explains.
“For us, regulation is not a limitation. It’s a strategic advantage.”
Lee Hee-jung, CEO Bigglz
Standing Out in the Crowded Chatbot Market
In a saturated AI chatbot space, Bigglz differentiates itself through emotion-centered content, a strength rooted in Korea’s K-content ecosystem.
Bigglz transforms static IP into living experiences, expands into emotional wellness, and delivers hyper-personalized interaction using contextual data and AI-generated content.
“We’re not another chatbot company. We’re building AI-powered emotional relationships.”
Lee Hee-jung, CEO Bigglz
Ethics, Privacy, and Trust by Design
Trust underpins Bigglz’s technology. The company adheres to four principles:
- Minimal data collection and anonymization
- Ethical review systems for AI responses
- Compliance with regional privacy and AI laws
- Transparency around AI involvement
“Our technology only works if users feel safe,” Lee emphasizes.
Hiing and Youth Mental Health
The Hiing app was created to address rising youth mental-health challenges in the post-pandemic era through a familiar medium: character-based digital interaction.
Rather than clinical therapy, Hiing offers a private, comforting AI character that listens and remembers.
One standout initiative, Pogny’s Mind-On Project, partnered with the Seongnam Youth Foundation. Students used NFC keyrings to access emotional support instantly — no login required. Once trust was built, the chatbot guided users to human counselors equipped with emotional context.
“It showed how IP, emotional AI, and social responsibility can work together,” Lee says.
From Fandom to Wellness: The Future of Bigglz
Bigglz has seen rapid adoption through a hybrid ecosystem spanning apps, NFC goods, AI chatbots, and global fandom partnerships. Collaborations with sports teams and entertainment IPs turned AI-powered merchandise into top-selling fan products.
Looking ahead, Lee envisions Bigglz as both a global AI-powered IP brand and a leader in emotional wellness experiences.
“I want Bigglz to feel like a small friend in everyday life. When a character asks, ‘How was your day?’ and you feel warmth — that’s when our mission is fulfilled.”
Lee Hee-jung, CEO Bigglz
Key Takeaways
- Bigglz blends character IP with emotional AI to create interactive experiences that prioritize comfort, connection, and everyday emotional wellness.
- Founder Heejung Lee’s design-driven background shapes Bigglz’s human-centered approach to AI and brand storytelling.
- The Hiing app addresses youth mental health through non-clinical, character-based emotional support that feels safe and familiar.
- Bigglz transforms static merchandise into living experiences using NFC-enabled goods and AI-powered interaction.
- Ethics, privacy, and cultural empathy are central to Bigglz’s global AI deployment strategy.
- Korea’s AI Basic Act has strengthened Bigglz’s credibility by positioning ethical AI as a competitive advantage.
- The startup sits at the convergence of K-content, fandom, and AI, extending Korea’s cultural influence through phygital experiences.
- Bigglz is building a new category — not just chatbots, but AI-powered emotional relationships.
Company Snapshot
| Category | Detail |
|---|---|
| Startup Name | Bigglz |
| Headquarters | Seoul, South Korea |
| Founded | 2024 |
| Founder | Heejung Lee, CEO & Founder |
| Key Products / Platforms | Hiing app (emotional AI chatbot), NFC-enabled interactive goods, “Taggin” fandom engagement platform |
| Core Technology | Emotional AI, character IP integration, multimodal AI systems |
| Mission | To heal and connect hearts through storytelling, emotional AI, and interactive character experiences |
| Target Audience | Gen Z, young millennials, character fandom communities |
| Global Focus | Cultural adaptation of emotional AI, global partnerships, localized IP experiences |
| Website | https://www.bigglz.com/en/ |
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