On June 23, 2022, Kang Daniel’s social media unveiled the official SpongeBob SquarePants and Daniel collection collaboration. This is the first time Paramount Global is doing an IP licensing collaboration with a K-pop artist and the first time Daniel is partnering with an animated character.
Paramount’s VP and Head of Licensing Jennifer Pang stated, “We are thrilled to announce this collaboration with Kang Daniel, who himself is a fan of SpongeBob and the Bikini Bottom crew. Like SpongeBob, Kang Daniel is hugely popular and much loved around the world. We are sure that this collection is set to make a big splash and fans of both Kang Daniel and SpongeBob will love what we have in store for them!”[s][s][s] Artist MINA KWON designed the Daniel character.[s]
12 items were available for preorders June 24–30, 2022.[s][s] Similar to the 2020 Apeach collaboration, Cafe de KONNECT sold character-themed food and beverage with SpongeBob, Patrick, and Daniel macaroons and a lemonade drink.[s]
Kang Daniel wished SpongeBob a happy birthday on July 14. The video was posted on Nickelodeon,[s][s] MTV Asia,[s] and Paramount Korea SNS.[s][s][s]
In an August interview, Daniel reflected on the series and collab, “SpongeBob is so optimistic and very chill. In most other cartoons, if there any kind of problem, the characters will usually try to fix the problems. But in the case of SpongeBob, there are a lot of episodes where he doesn’t even try to fix things. I think that is probably a way SpongeBob can keep being very happy, by just accepting the problem as it is. For me, being happy and optimistic is also very important. And we both try to give out positive energy to the people around us, me through my music and him through being him […] It’s only a cartoon, but because I watched it since I was young, I feel like it’s like a big success for me, like I really succeeded in something.”[s]
Fans started receiving their merchandise around September 2022.
There was a Viacom online conference in February that officially announced the collaboration, and a DANITY kept it a secret for 4 months.[s]
SpongeBob left a reply on Twitter and comments on Instagram: “💛💛💛”, “we’re ready!”, and “this is our eager face 🔥”.[s][s][s][s]
Patrick also left an Instagram comment: “FINLAND”.[s][s]
Daniel had previously used SpongeBob and Patrick memes on Instagram.[s][s][s][s] One of the first Instagram pictures he posted on his new personal Instagram was the one of Patrick asking if mayonnaise was an instrument.[s] His March 23, 2020 and April 11, 2020 Instagram profile pictures were rainbow SpongeBob and drooling Patrick.[s][s]
He dedicated UNIVERSE’s HELLO DANITY Ep. 32 to complimenting Patrick. Other fanboy moments include: May 2020 V LIVE where he sang the SpongeBob theme, DaniTV camping episode where he imitated a scene, “PARANOIA” The Show behind where he asked fans to support Patrick.[s][s][s]