For stationery brands today, intellectual property (IP) is no longer optional - it’s essential. IP creates a universe kids can belong to, turning everyday learning tools into gateways of imagination and play.

Thiên Long took a pioneering step by building its own IP: Akooland. With Season 2, The Urgency was tasked with expanding this universe in a way that felt both magical and locally relevant.

The story came to life through a film where two children, carrying Thiên Long’s anti-hunchback backpack, unlock a world of adventure. Every pen, notebook, and ruler transforms into a powerful tool - making learning less like homework, and more like a story waiting to unfold.

By evolving Akooland in this way, Thiên Long continues to inspire imagination in every child’s backpack, proving how brand IP can grow into meaningful, lasting experiences.