• Thu. Sep 29th, 2022

‘Squid Game’ and K-pop gas South Korean marketing and advertising press in Japan

South Korea’s escalating world pop culture existence, from boy band BTS to the television sequence Squid Match, is driving a new marketing and advertising force into Japan, as consumer merchandise organizations leverage the country’s gentle energy to push revenue of anything from liquor to dresses.

Hite Jinro, South Korea’s leading beverage maker, stated this week it will start new products in Japan to appeal to young drinkers following its exports of the Korean firewater Soju shot up 27.2 per cent final calendar year to Won28.5bn ($23m).

The organization reported a new generation of Japanese drinkers was buying Soju due to the fact of the increasing recognition of Korean movies and Tv dramas that feature the rice-distilled spirit, generally served in a little tumbler a little bit more substantial than a 2 ounce shot glass.

Hite Jinro unveiled a tv marketing campaign in Japan for its new sparkling Soju with fruit flavours previous 7 days. The marketing campaign arrives immediately after the viral accomplishment of a Japanese advertisement parodying Korean romance dramas that obtained pretty much 3.5mn views since December.

“We aim to direct the trend of the Japanese liquor marketplace with numerous advertising and marketing actions and elevated gross sales electrical power,” mentioned Hwang Jung-ho, head of Hite Jinro’s overseas business enterprise functions, about using a even larger share of Japan’s $35bn alcoholic beverages industry.

Japan has cycled by means of diverse waves of Korean pop tradition mania. Korean corporations are building a renewed force into the place as hopes for enhanced bilateral ties increase, according to officials at point out-run Korea Trade-Financial commitment Promotion Agency (Kotra).

The agency held an on the internet occasion on Wednesday to suggest about 300 tiny and midsized Korean organizations fascinated in coming into Japan.

South Korea’s president-elect Yoon Suk-yeol, who will take business on May well 10, has called for a “future-oriented approach” to bilateral ties, and plans to mail a delegation to Tokyo this 7 days, marking the to start with these pay a visit to in at the very least 5 yrs.

In accordance to a the latest survey of 327 teams by the Korea Chamber of Commerce and Industry, two in 5 providers count on bilateral relations to increase while above half of them prepare to boost trade and expenditure with their Japanese counterparts.

“Japanese like of K-pop and Korean dramas looks to be increasing their preference for Korean food items and other merchandise,” stated Baak Saang-joon, a professor at the School of International Liberal Reports at Waseda University in Tokyo. “We are probable to see additional Korean businesses making use of this for their advertising and marketing campaigns in Japan”.

Musinsa, South Korea’s quick-increasing ecommerce clothes platform with more than 10mn people and Won2.3tn in gross goods benefit, is keen to gain a foothold in Japan. The enterprise set up a Japanese subsidiary previous year and is now in talks to get above Dholic, a rival specialised in advertising apparel to younger Japanese shoppers.

“South Korea’s style worn by K-pop idols is attracting much more fascination in Japan,” said a Musinsa formal. “As Korea is progressively witnessed as a fashionable region many thanks to the level of popularity of its cultural content, its fashion is also acquiring more and more popular between young Japanese.”

Musinsa is using Korean actors these types of as Yoo Ah-in and Jung Ho-yeon, who starred in the hit Netflix sequence Hellbound and Squid Match, respectively, as its types in advertisement strategies. It programs to launch an on the web commercial showcasing Korean pop stars and stars this 12 months as element of its Japan drive.