K-pop Archives - MARKETECH APAC

Indonesia – Indomie, Indonesia’s iconic instant noodle brand, has named K-pop sensation NewJeans as its new global brand ambassadors, marking a strategic move to connect with young audiences worldwide.

The collaboration with NewJeans is a key part of Indomie’s global expansion through its “Oh My Good! It’s Indomie” campaign, designed to captivate younger audiences around the world.

The campaign will launch on November 3, 2024, featuring LED billboards in strategic locations such as Pavilion and Fahrenheit88 in Kuala Lumpur. An Indomie TV commercial will also be broadcast worldwide. Fans can look forward to more updates on the brand’s social media channels.

Axton Salim, director at PT Indofood CBP Sukses Makmur Tbk (ICBP), said, “We are excited to be the first Southeast Asian brand to collaborate with them. NewJeans’ music and personality, which resonate not only with KPop fans but also the broader audience, align perfectly with Indomie’s fun, energetic, and uplifting character.”

“This is a major step for Indomie to expand our global market and stay relevant with the dynamic young generation,” Salim added.

Also speaking on the announcement, Elly Betty, deputy head of international division at ICBP, commented, “This excitement will also be extended to various activities in many countries where everyone can experience the excitement of Oh My Good! It’s Indomie campaign.”

Bangkok, Thailand – Drink company SAPPE, has appointed popular K-pop boy band SEVENTEEN as its first global brand ambassador for its trademark fruit drink Mogu Mogu. In keeping with their assigned roles, the 13 members of SEVENTEEN will embody the concepts of ‘Fun’ and ‘Lively’ in relation to SAPPE’s Mogu Mogu fruit juice.

As part of their brand ambassadorship, SAPPE also launched its “Sip Chew Feel Mogu Mogu” campaign, aimed at promoting this beverage globally in a bid to boost its global presence.

Said campaign aims to increase brand interaction with customers through the product and SEVENTEEN, its brand ambassador. The campaign will start in South Korea and France, two key countries and significant trendsetters.

Propelled by the K-pop group’s popularity, Mogu Mogu aims to enhance brand engagement, create a unique narrative, and expand its market. SEVENTEEN will collaborate with Mogu Mogu to connect with a global audience and promote the brand’s representation of “fun” and “liveliness.”

During the campaign, every member of SEVENTEEN will represent Mogu Mogu as an ambassador, interacting with viewers worldwide via TV ads and other promotional platforms. Fans will also be treated to more enjoyable activities and exclusive presents, such as the Mogu Mogu Special Pack Limited Edition. SAPPE estimates a 25% rise in brand engagement will result from these marketing actions.

In order to identify customer demands and involve them in the development of the worldwide campaign’s marketing strategy, the company hired Milieu Insight to conduct a brand health check. Additionally, to create relevant strategies and carry out campaign activities, SAPPE has teamed up with DDB Worldwide Communication Group for this campaign

Speaking about the campaign, Piyajit Ruckariyapong, SAPPE CEO, said, “Mogu Mogu has received a very warm welcome in foreign markets, and thanks to its difference and uniqueness we are the world’s first beverage maker to have introduced a drink mixing big pieces of coconut jelly, a ‘Snack Drink’, to the market in 2001. Until now, more than 30 billion bottles of Mogu Mogu have been distributed to consumers worldwide while at Sappe we have been busy marketing and expanding sales channels to reach our consumers globally.”

“With all this, we intend to create happiness and fun for the fans of Mogu Mogu and SEVENTEEN around the world. It is a significant beginning in building Mogu Mogu into a beloved brand at a global level from now on,” Ruckariyapong added.

Singapore – Alcoholic beverage company Diageo has launched its new ‘Enjoy the Flow, Savour Every Moment’ regional campaign for Asia Pacific, promoting responsible drinking and moderate alcohol consumption with K-Pop group EXO’s Suho.

The campaign will feature an original song that blends familiar sounds such as the clinking of glasses in a bar, sounds of nature, and flowing water to produce multiple layers of music. It will be recorded by Suho and will be accompanied by lyrics like ‘take it easy’, ‘slow down’, and ‘savour every moment’ to remind listeners to drink slowly and pace themselves with water.

Diageo’s campaign further includes a music video and behind-the-scenes footage that underscores the importance of enjoying alcohol in moderation and just savouring the moment.

Suho’s participation in the campaign aligns with his ‘superpower’ in their alternative EXO universe. In their group’s unique concept, Suho plays the role of someone who bears the power of water, which is aligned with one of the key messages of the campaign: staying hydrated is important to keep drinking in moderation.

The song, music video, and behind-the-scenes footage will be shared across select Diageo social platforms as well as EXO’s social channels for better reach.

Joining other similar responsible drinking initiatives, Diageo’s campaign will also guide individuals to DRINKiQ.com, a specialised website focused on responsible drinking. The website is accessible in 16 languages and across 35 country-specific platforms, offering valuable insights, practical tips regarding alcohol consumption, and various resources aimed at promoting moderate drinking.

During the campaign, the site will spotlight a letter from Suho on the importance of moderation and tips such as pacing drinks with water and enjoying beverages with food to avoid heavy intoxication.

The regional campaign will cover APAC, kicking off in South Korea, and will run in Indonesia, Japan, the Philippines, Singapore, Taiwan, and Vietnam in the coming months.

Diageo’s new campaign is part of its 10-year sustainable plan, which aims to transform global drinking habits for the better by promoting moderation and addressing the harmful use of alcohol.

Wilson Del Socorro, corporate relations director for Asia Pacific at Diageo, said, “At Diageo, we are dedicated to promoting moderation and investing in programmes that encourage responsible alcohol consumption. This groundbreaking campaign with SUHO enables us to tap into the growing influence of K-culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation.”

Meanwhile,on the campaign, Suho shared, “I’m happy to participate in a purposeful campaign where I can share meaningful messages for a good cause. Occasionally, when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video messaging around pacing yourself, savouring the moment, and not losing yourself.”

Singapore – Spotify has announced the anniversary celebrations for ‘K-Pop ON! (온),’ its global K-Pop flagship playlist dedicated to giving listeners a platform to discover and tune in to the best from the genre.

To commemorate this milestone, the popular audio streaming subscription service will be launching a special series of Spotify Singles headlined by ENHYPEN, SHOWNU X HYUNGWON (of MONSTA X), and STAYC.

Centred around the theme of ‘My First K-Pop Crush’, these Spotify K-Pop ON! (온) Singles feature covers of songs by the sunbaes (senior artists) who first fueled their love for K-Pop. For Spotify, the campaign not just a nod to every fan’s journey into the genre, which began with that first K-Pop artist who made their heart flutter with their artistry and flair, but also a call to K-Pop fans around the world to join in the celebration of a shared passion for the genre, and the artists who started it all.

With every single launch, listeners can also look forward to a series of exclusive bonus content on Spotify’s K-Pop ON! (온) Video Podcast and YouTube channels. From performance videos to behind-the-scenes content and more, Spotify will be letting fans in as we unpack the stories of the performing artists’ ‘First K-Pop Crushes,’ the significance behind their song selection, and how the original artists inspired their journey in K-Pop.

Jungjoo Park, head of music for Korea at Spotify, said, “Beyond the celebration of our commitment to helping K-Pop travel the globe and connecting Korean artists with fans and new audiences, Spotify’s K-Pop ON! (온) First Crush campaign is also a powerful expression of how K-Pop touches lives, spreads positivity, and unites listeners regardless of where they are from or the language they speak.”

She added, “We couldn’t be more thrilled to be working with ENHYPEN, SHOWNU X HYUNGWON, and STAYC to bring the first-ever Spotify K-Pop ON! (온) Singles to the world, and kickstart the movement in celebrating the shared love for the genre.”

Seoul, South Korea – K-pop startup Modhaus has announced US$8m in funding for the development of its blockchain model Cosmo, dedicated to empower fan engagement through digital token purchases.

With said funding, Modhaus’ total fundraising adds up to US$12m. Investors include Sfermoin, alongside SM Culture Partners, Laguna Investment, Globalbrain (KDDI), and Foresight Ventures.

The new funding will aid in Modhaus’ vision of expanding Cosmo into “the K-pop equivalent of LinkedIn or Kickstarter.”

For the startup, Modhaus enables fans to directly elevate and influence artists, as opposed to producing content strictly for consumption. Its Cosmo platform uses blockchain technology to allow fans to purchase digital photocards that double as voting tokens.

With this system, Cosmo empowers fans to actively participate in significant idol group-related decisions.

Jaden Jung, CEO and co-founder of Modhaus, said, “K-pop fans possess keen insights. With their sharp eyes for talent and trendspotting, we aim to enhance artist value through amplified fan involvement.”

Meanwhile, Joseph Baek, EVP and co-founder of Modhaus, commented, “Superfans are emerging as pivotal players in the music sphere. Strengthening the direct connection between fans and artists not only elevates the fan experience but also introduces a new level of engagement.”

Singapore – After being labelled as Spotify’s Equal Ambassador, rising K-pop group NewJeans released their sophomore EP, ‘Get Up’ in July 21, which has currently garnered more than 211 million streams in Spotify.In celebrating this highly anticipated release, Spotify has teamed up with NewJeans to bring their fans larger-than-life pop-ups, exclusive bonus content, and interactive playlists.

Spotify has dubbed this celebratory campaign as ‘Bunnyland’, offering NewJeans fans the opportunity to interact with the group and the concept surrounding them physically or digitally.

The collaboration starts with the Bunnyland website, an immersive experience that lets fans around the world find out which NewJeans member is their biggest hero based on their music tastes. After being matched with one of NewJeans’s stars,users can listen to a special playlist curated by the members and share their results on social media.

Physically, Spotify has opened the doors to a pair of Bunnyland pop-ups in Seoul and Jakarta. Running through August 6, this experience was created to immerse fans in NewJeans’ world. Featuring retro themed arcade games, playlist stations, and plenty of photo opportunities, Bunnyland offers fans a NewJeans themed experience the chance to get their hands on a range of special gifts from Spotify and NewJeans.

Elsewhere, Spotify and NewJeans have also placed giant ‘Spotibuninis’ in major cities across Asia, with appearances in Tokyo’s Shibuya, malls in Jakarta and Manila, and Seoul’s Olympic Park. These installations feature NewJeans’ bunny character decked out in special Spotify headphones.

Speaking on the collaboration, Spotify said in a press statement, “We’ve been supporting NewJeans’ meteoric rise through playlists like K-Pop ON! and programs like EQUAL, and we continue to be committed to spotlighting emerging talent and giving them opportunities to build deep connections with a global audience.”

Singapore – In celebration of its 501 jeans’ 150th anniversary, global clothing brand Levi’s has named popular South Korean girl group NewJeans as its newest global ambassador. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand, concerts, and appearances.

To kick off the partnership, Levi’s will release a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality, all whilst wearing items from the upcoming Levi’s® Spring/Summer 2023 collection.

Additionally, NewJeans will celebrate 501 Day on May 20th – the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants – in Seoul with a live performance.

According to Levi’s, the five-member girl group is perfectly placed to be the brand’s ambassador as they represent ‘youth and timelessness’.

“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture. As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way,” said Chris Jackman, vice president of global brand marketing at Levi’s.

Meanwhile, NewJeans expressed their excitement over the partnership, stating, “We’re honoured and thrilled to represent Levi’s, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future.”

The group also added that because of the brand’s support for youth culture and their admiration for Levi’s, the partnership is something that came naturally.

Throughout the year, NewJeans will also continue to celebrate the anniversary of Levi’s 501 jeans and represent the brand as a global ambassador.

NewJeans is a K-Pop girl group featuring members Minji, Hanni, Danielle, Haerin, and Hyein, with music that spans forward-thinking reimaginings of 2000s sounds with singles “Attention,” “Hype Boy”, “Cookie”, and most recently, “Ditto” and “OMG”, which both entered the Billboard Hot 100 this year.

Previously, parent company Levi Strauss has also announced a slew of commercial endeavours around East Asia, including the launch of new stores and new in-store services throughout the region.

Jakarta, Indonesia – As the music genre of K-pop continues to be more appreciated globally, thanks in part to the prominence of K-pop groups on Twitter, more and more K-pop fans take to Twitter to show support and appreciation for the genre. In 2021, the Southeast Asian nation of Indonesia ranked first in countries globally talking about K-pop on the platform, according to the latest insights released by the social media platform itself.

Indonesia also ranked first in the countries globally who have the most active K-pop fans in the platform. It bested other countries in Asia such as the Philippines, Japan, Singapore, Thailand and even South Korea itself in regards to online engagement related to K-pop.

In terms of most-tweeted K-pop groups globally, K-pop boy band BTS ranked first, followed by fellow K-pop boy bands NCT, ENHYPEN, EXO, and K-pop girl group BLACKPINK. Meanwhile, in terms of emerging K-pop groups, ENHYPEN ranked first, followed by TOMORROW x TOGETHER, TREASURE, aespa, and ITZY.

For YeonJeong Kim, head of global K-pop partnerships at Twitter, as the global consumption of Korean content grows, they look forward to seeing even more diverse conversations on Twitter and providing more content you can see exclusively on the platform in 2022.

“In 2021, with BTS and NCT leading the conversation, we could also see an increase in conversation related to rising artists such as ENHYPEN, aespa, and ITZY. But beyond K-pop, we’ve also seen discussions about Korean content across the board on Twitter growing with K-pop fans talking about not just their favorite music, performances, concerts, and daily lives, but showing increasing interest in dramas and webtoons with K-pop soundtracks or starring K-pop idols,” Kim stated.

Jakarta, Indonesia – The Indonesian market takes the lead in producing K-pop related videos on the short video platform TikTok, according to the latest data from the platform itself in collaboration with Kpop Radar, a K-Pop fandom data service operated by music start-up Space Oddity.

Indonesia takes up 16.4% of all K-pop related TikTok videos made outside of South Korea. This was closely followed by the Philippines (13.5%) and the United States (8.7%).

Overall, around 92.8% of these K-pop related TikTok videos were made outside South Korea.

Both the huge popularity of the short video platform TikTok and the rise of ‘Hallyu’ or Korean wave has resulted into over 97 million TikTok videos related to K-pop, thrice the previous 33.5 million K-pop-related TikTok videos made in 2019.

Jay Bae, head of global business development at TikTok Korea, said that TikTok has certainly made its mark in the music industry, joining the ranks of LPs, radios, and television

“We are grateful to be a part of this ongoing movement to support the genre and its community,” said Bae.

Bae adds, “TikTok has changed how people consume and experience K-pop, with fans, from Korea, Singapore and across the globe, now having the space and tools to re-create and re-imagine their favourite content. As K-pop is so well-loved by the global TikTok community, we will continue to drive initiatives to support both the artists and the fans.”

Singapore – With the sudden rise of K-pop groups such as BTS being tapped by global brands as their respective brand ambassadors, the trend has been evident among these brands to be more recognized by the general populace. The K-pop effect on the consumer is proven further with the latest findings from shopping aggregator iPrice showing that search results for brands can jump up to 50% after signing in BTS as their brand ambassador.

According to the insights, these sudden spikes in brand popularity have been long evident across brands three years ago when the prominence of K-pop brand ambassadors started to materialize. For instance, luxury brand Louis Vuitton and soft drink brand Coca-Cola gained 46% and 14% search boost respectively in the global market when they signed BTS as their brand ambassador. Meanwhile, sportswear brand Fila gained a 16% spike in brand interest in 2019 globally for the same reason as well.

Another successful brand interest was manifested last year when South Korean multinational electronics company, Samsung, released a BTS edition of Galaxy S20+. The result revealed a 53% increase in brand searches compared to the same period in 2019.

And more recently, the recent collaboration of BTS and fast-food chain McDonald’s has earned the brand an 8% increase in search interest globally compared to the same period last year. Meanwhile, among Singapore consumers, the said collaboration recorded a whopping 81% increase in Google search volume, signifying the massive effect it had on the growth of McDonald’s brand awareness in the country.

The insights also note in McDonald’s case in Singapore that due to the insane demand for McDonald’s paper bags adorned with the BTS logo, people ended up reselling the packaging along with unopened sauces on an e-commerce platform within 24 hours of its launch.

Part of the reason these brands have gained so much success from their collaborations is that aside from the love towards BTS as a whole, each of the Korean boy band’s members boasts a fan base of their own. K-pop fans have come up with a term called ‘bias’, which essentially means a favorite member.

In terms of biases within the Singapore consumer base, findings show that Jungkook tops the list, accounting for over 26% of the country’s searches. He is followed by V (25%), Jimin (20%), Jin (10%), Suga (8%), RM (7%), and J-hope (3%).

In Southeast Asia, people seem to be Googling V the most, averaging 29% of the search volume, followed by Jungkook at 26%, and Jimin at 18%.