Tag: South Korea

South Korea – Heineken has teamed up with LePub Singapore to launch a bold new campaign in South Korea, introducing staff-free, self-service ‘Trust Bars’ that let football fans enjoy UEFA Champions League matches and fresh pints at any hour—even in the early morning.

Called ‘Trust Bars’, the concept offers a practical solution for dedicated UEFA Champions League fans in Korea, who often struggle to find social venues to watch matches that air around 4am or 5am local time—hours when most bars are closed due to high labour costs.

Instead of hiring late-night staff, selected bars in Seoul are opening their doors 24/7 and placing trust in fans to gather, watch matches, and serve themselves. These venues are stocked with a supply of self-service Heineken and snacks. 

At each Trust Bar, fans can order, pay, and pour their own drinks using Heineken’s self-payment terminals. Developed in partnership with LeGarage, LePub’s global innovation unit, the system is designed for easy installation and could be scaled to other markets with strong trust cultures, such as Japan and Singapore.

Security and age verification technologies are also in place to ensure that only legal-age patrons enter and are served, supporting responsible alcohol consumption.

Stephan Schwarz, executive creative director at LePub APAC, explained, “Korean football fans show incredible dedication, waking up at all hours of the night to support their favourite European teams. Trust Bars entrust our Heineken taps to passionate fans without the constraints of traditional bar hours – giving them a full match-day experience with friends. At the same time, we also relieve bar owners of late-night staffing woes. Two birds. One tap.”

Heineken and LePub designed the campaign with Seoul’s unique environment in mind, where a strong culture of self-service and social trust makes the concept viable. In Korea, it’s common to use self-service kiosks or reserve tables via smartphone, and leaving personal items unattended in public spaces is part of everyday life.

Giwoun Park, marketing director at The Heineken Company, Korea, shared, “Korea’s strong foundation of social trust makes it the perfect market in which to pioneer this concept. Trust Bars are a natural extension of the communal respect already prevalent in Korean society. As a longstanding sponsor of the UEFA Champions League, we loved the idea of uniting Korea’s trusting culture with its innovative e-commerce technology.” 

“By creating the world’s first fully automated bars, we are alleviating late-night operational costs for bar owners while giving football fans a place to cheer on their teams together,” he added.

The first 24/7 Trust Bars opened in April in Seoul’s Hongdae district, timed with the UEFA Champions League season. The launch coincides with the tournament’s semi-finals this week, leading up to the final on 31 May.

South Korea—TBWA Media Arts Lab (MAL), Apple’s dedicated global creative agency, has announced key leadership changes in its Seoul office, with the appointment of Minah Lee as managing director and the promotion of Youji Noh to executive creative director.

As the new MD of MAL Seoul, Lee will report to global CEO Katrien De Bauw and work alongside Noh to oversee the agency’s leadership and client relationships.

“Minah brings a wealth of experience in the tech world, having worked both agency- and client-side for Korean and American global brands. She brings an entrepreneurial, start-up spirit that we believe will drive MAL Seoul into its next chapter,” said De Bauw.

Lee joins MAL from her role as head of account management at Amazon Korea, with prior experience in marketing strategy and management at companies including Cheil Worldwide, Samsung Mobile, Coupang, and Vestiaire Collective.

Speaking about her new role, Lee shared, “It’s every marketer’s dream to work for an iconic brand like Apple. I’m excited to lead the team in Korea to drive strategic initiatives that strengthen the brand while leveraging the momentum of global K-culture trends. I look forward to working with Katrien and Youji to elevate the Korea team and maximise our potential.”

Meanwhile, Noh’s promotion to ECD reflects her growing leadership role at MAL Seoul, where she has contributed to the office’s creative development through projects such as AirPods Cases, Behind the Mac, the Shot on iPhone film by Park Chan-wook, and the Made on iPad music video for Jay Park, illustrated by webtoon artist Namon. She will continue to report to global chief creative officer Brent Anderson and will lead the creative and production teams.

“Youji is a tastemaker, pure and simple. She has repeatedly helmed work that resonates deeply with Korea and that organically creates impact, all while maintaining Apple’s distinctive voice and hallmark simplicity. Youji’s understanding of the intersection of media, art and audience makes her the ideal creative lead for this important market,” said Anderson.

Noh also shared, “I’m thrilled to be working with Minah to lead and grow MAL Seoul,” said Youji. “Korea is having a moment in culture across various disciplines, especially with youth at the core. To continue creating iconic, culture-shaping work for Apple is a dream job for me and the team.”

Australia – Vaseline has launched a TikTok short film campaign with creator agency Amplify, enlisting emerging filmmakers from Australia and South Korea to showcase its lip care range in fun, unexpected ways.

The short film campaign follows characters in unexpected, extreme scenarios—like being trapped in a freezing jail cell or inflating 1,000 balloons—integrating Vaseline’s lip care range as part of the narrative.

The campaign features creators Mon & Han and Molly McCrann from Australia, alongside videographer YCN and duo Jin and Hattie from South Korea. Each brings a distinct storytelling style, using creativity and humour to highlight Vaseline’s lip care benefits in unexpected ways.

In just 48 hours, the short films have amassed over 300,000 organic views, highlighting the power of creative content to engage audiences beyond the brand’s existing reach. 

Rolled out like a drama series, the campaign includes teasers, short films, behind-the-scenes clips, and reaction videos. Updates can be found on the @VaselineANZ and @Vaseline_Korea TikTok profiles.

Hayley Adams, group operations and growth manager at Amplify, shared, “This campaign has been about creating stories that resonate rather than just showcasing a product. Working with Vaseline to bring fresh creative perspectives to life has been a rewarding process, and we’re excited to see how audiences respond.”

Beyond the short films, Vaseline is also supporting emerging talent through a film school initiative in Australia. The grant-funded competition selected Emma Smith and Damon van der Schuit, filmmakers and actors from Alice Springs, as winners, with their short film now in production. Sydney filmmaker Lara Brighton received an honourable mention for her playful, pop culture-inspired entry. The initiative further underscores the campaign’s focus on fostering creativity and storytelling.

Hui Su Li, assistant skin care manager at Unilever International, commented, “Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways. The process of co-creating with film producers, creators and creative minds from TikTok and Amplify has been extremely synergistic, and we’re looking forward to seeing how audiences connect and engage with these stories.”

South Korea – After a seven-year hiatus, Hyundai Card is reviving its signature cultural initiative with “HYUNDAI CARD CULTURE PROJECT 29 TOM SACHS,” featuring the world premiere of Tom Sachs’ “Space Program: Infinity” in Seoul. 

Renowned contemporary artist Tom Sachs is known for his bricolage sculptures, transforming everyday materials like plywood and cardboard into reimagined objects, from Mars rovers to teacups. His ‘Space Program’ series explores themes of space exploration and self-reflection through immersive, handcrafted installations.

For this initiative, Sachs will showcase approximately 200 works in Seoul for the world premiere of his fifth space-themed project, ‘Space Program: Infinity.’ The exhibition builds on elements from his previous four space programs and introduces more than a dozen new works, along with Sachs-designed merchandise debuting for the first time.

(Image from: Hyundai Card DIVE). Installation view of Tom Sachs’ <Space Program: Rare Earths> at Deichtorhallen, Hamburg 2021-2022

(Image from: Hyundai Card DIVE). Installation view of Tom Sachs’ <Space Program: Mars> at Park Avenue Armory, New York 2012

“HYUNDAI CARD CULTURE PROJECT 29 TOM SACHS” will take place from April 25 to September 7, 2025, at Dongdaemun Design Plaza (DDP) Exhibition Hall 1. This event marks the return of Hyundai Card’s cultural series after a seven-year hiatus, last held in 2018 with a performance by The Weeknd.

“We are thrilled to announce the return of the HYUNDAI CARD CULTURE PROJECT after seven years, a program that has consistently pushed boundaries and enriched Korea’s cultural landscape with its innovative and experimental concerts and exhibitions,” said a Hyundai Card official representative. 

“‘HYUNDAI CARD  CULTURE PROJECT 29 TOM SACHS’ will offer a remarkable opportunity to witness firsthand the  otherworldly realms conjured by Tom Sachs’ visionary artistry,” the official representative added. 

As part of the initiative, Hyundai Card members will receive discounted tickets for the exhibition, with limited-edition NFT tickets available starting in April. NFT ticket holders will also be entered into a draw for Tom Sachs merchandise and other benefits. Since 2023, Hyundai Card has used NFT tickets in cultural events like ‘HYUNDAI CARD DAVINCI MOTEL’ to enhance security and audience engagement.

South Korea – Hyundai MOBIS, the South Korean automotive supplier, has introduced a new global campaign focused on next-generation mobility, targeting Millennials and Gen Z drivers.

Centered on the theme of ‘Move Improved,’ Hyundai MOBIS’ new campaign highlights its focus on developing advanced mobility solutions. Beyond technology, the company aims to create engaging and practical experiences designed for the next generation of drivers.

The campaign film also showcases three of Hyundai MOBIS’ latest innovations—the Holographic Windshield Display, Human-Centric Lighting System, and e-Corner System—infused with humor and lighthearted couple banter.

The global rollout of ‘Move Improved’ features dynamic social media activations, leveraging a multi-platform approach to engage audiences worldwide through interactive experiences.

South Korea –  Rather than splurging on brand-new designer items, a growing number of South Koreans, particularly younger generations, are embracing the flourishing second-hand market for luxury finds, according to a report by Canvas8.

Canvas8 reports that South Korea’s resale market for second-hand luxury has experienced remarkable growth, surging from ₩4t ($2.9b) in 2008 to a projected ₩43t ($31.2b) by 2025. Major platforms like Karrot, Bunjang, and Joonggonara, each boasting millions of active users, have propelled South Korea to become one of the world’s leading markets for second-hand goods, outpacing other major economies in both scale and cultural significance.

To explore this growing trend, the report examined potential economic factors and evolving consumer attitudes shaping the market.

The report highlights that the rise of second-hand luxury in South Korea is driven not only by evolving consumer preferences but also by broader economic trends. With the nation’s economy slowing, tighter budgets have made pre-owned luxury goods, often available at a fraction of retail prices, an appealing and practical alternative to brand-new items.

This economic shift is particularly evident among South Korea’s Gen MZ—a term referring to millennials and Gen Z born between 1980 and 2005—who are leading the charge toward second-hand luxury. This trend underscores a significant transformation in consumer values, as status, savings, and eco-consciousness emerge as the new currency in the country’s thriving resale market.

“While GDP growth remains strong at around 2.5–2.7%, it’s mostly driven by the export sector… The unfavourable economic situation makes many people reconsider their consumption patterns with regard to luxury,” Dr. Irina Korgun, PhD., a professor at Hankuk University of Foreign Studies, explained. 

The report also highlights that younger generations are driving this shift in mindset. Rather than seeing luxury purchases as symbols of lifelong ownership, they are adopting an “experience-first” approach—enjoying luxury items before reselling them, thereby making high-end fashion more accessible and dynamic.

Jaewha Choi, CEO of Bunjang, said, “These generations ‘experience’ luxury goods and quickly resell them rather than patiently save to buy new products and ‘own’ them forever.” This preference for accessibility and sustainability is reshaping the market and challenging traditional notions of luxury consumption.

Beyond economic factors, Canvas8 also found that a growing sense of environmental consciousness is also driving the appeal of second-hand luxury. Sustainability, along with the thrill of the hunt, plays a pivotal role in shaping consumer behaviour. 

Seah Joo, director of business development at Madeleine Memory Inc., remarked, “Consumers enjoy the hunt to find second hand products. It shows the diversification of preferences in Korean consumers as well as the sentiment that puts self-satisfaction over attention.”

Moreover, South Korea’s second-hand market is becoming an increasingly lucrative opportunity for savvy resellers. Beyond savings, some are now treating resale as a strategic investment.

Another key finding of the report is that, despite the growing enthusiasm for second-hand shopping, concerns over the security of online transactions are rising, particularly as fraud cases increase in the country.

Canvas8 found that in 2023, more than 1.34 million counterfeit products were imported into South Korea, with bags, shoes, and electronics being the most commonly targeted items. The rise in fraud cases has prompted platforms like Bunjang to strengthen their security features.

Shinae Lee, head of communications at Bunjang, emphasized, “We’ve been eliminating buyer risk, solving pain points throughout the whole e-commerce journey on our platform, and educating our consumers, to change people’s perception that second hand shopping is risky.”

The report highlights that with growing environmental awareness and the appeal of affordable luxury, South Korea’s second-hand market is set for continued growth. Platforms like Instagram and TikTok have redefined second-hand items, transforming them from symbols of financial struggle into sought-after vintage treasures.

Canvas8 further notes that brands are recognizing the potential of the second-hand luxury market. Major department stores like Lotte, Shinsegae, and Hyundai have created spaces for pre-owned luxury goods to cater to Gen MZ shoppers, who value exclusivity and sustainability and represent key future purchasing power.

Nick Morris, UK-based founder and managing director of Canvas8, said, “As the second hand luxury market evolves, it’s clear that South Koreans are no longer just looking for high-end goods—they are redefining what it means to shop for luxury, with an eye on both sustainability and security. With a growing market, rising consumer education, and innovative platform solutions, pre-loved luxury is here to stay in South Korea.”

South Korea – Charles & Keith has launched the first ‘Designer in Residence’ initiative, which aims to support rising fashion designers by giving them a platform to show their designs. The project seeks to amplify new creatives while expanding the fashion industry.

In its first partnership, Charles & Keith is joined by South Korean designer Seokwoon Yoon to showcase his Spring Summer 25 collection at the brand’s flagship store in Gangnam.

The collection’s theme is focused on the life and death cycle and the human desire to preserve moments. This is portrayed through the use of wildflowers. It also displays Yoon’s style of creating oversized and unconventional designs.

As part of the collection, Yoon reimagined the iconic Charles & Keith Petra shoulder bag using his painting technique along with geometric designs. The special-edition bag is limited to 30 pieces, and will be sold exclusively at the brand’s Gangnam physical and online store.

“Having partnered with Seokwoon Yoon on his runway showings at Seoul Fashion Week previously, we were thrilled to be able to evolve our support for his namesake label with The Designer in Residence concept this season,” Keith Wong, Charles & Keith co-founder, said. 

“The project is intended to be a practical way to heighten visibility of emerging design talent we have long-standing relationships – and great synergy – with, by leveraging our prime flagship locations to highlight their newest collections. We hope the novelty of bringing ready to wear into the store will inspire customers on how to style our Fall products, whilst offering a fresh CHARLES & KEITH retail experience that sparks excitement,” Wong added.

The Spring Summer 25 collection is available from Sept. 5 to 19, 2024 alongside Charles & Keith’s Fall 24 collection at the Gangnam boutique.

South Korea – FC Barcelona has officially launched its channel on NAVER TV in South Korea, offering NAVER users exclusive access to the club’s official content, marking a significant step in expanding its digital presence in the region.

FC Barcelona’s NAVER TV channel will utilise the Papago AI automatic translation technology, allowing the club’s content, originally in Spanish and English, to be seamlessly translated into Korean. This is the first international sports channel to do so with NAVER’s personalisation technology in order to bridge the gap and strengthen the connection between international sports clubs and Korean sports fans.

With this launch, news about the men’s and women’s first teams will now be accessible on the channel and through the ‘Home Feed’ feature on NAVER’s mobile app.

FC Barcelona’s partnership with NAVER underscores the club’s ongoing commitment to expanding its fanbase in the Asia-Pacific region. By leveraging creative content strategies and collaborating with key local digital platforms, the club aims to deliver localised, engaging, and customised content that goes beyond just match coverage. This includes features on players and broader club news, providing fans with an in-depth and authentic understanding of Barça’s culture and style of play.

Juli Guiu, vice president of the Marketing Area at FC Barcelona, said, “Asian countries represent an important source of growth for the Barça brand with millions of users who increasingly ask us for original content from the Club. For this reason, the launch of a new FC Barcelona channel on NAVER TV is a strategic move to reach out to our fans in Korea, who are some of the most passionate in the region. We want to establish new channels of direct communication with our fans around the world, and NAVER TV is the perfect platform to reach the audience of a key market in the Asia Pacific.”

Meanwhile, Joo Kun Bum, head of NAVER Sports, commented, “We look forward to promoting FC Barcelona’s content in Korean on NAVER. I hope this opportunity will lay the foundation for further collaborations with FC Barcelona, one of the most prestigious teams in La Liga.”

Manila, Philippines – Jollibee Foods Corporation (JFC) has announced that is acquiring a majority stake in Compose Coffee, a South Korean coffee chain. According to a recent disclosure from JFC, the group shall acquire a majority shareholding of effectively 70% in said coffee chain. The rest of Compose Coffee’s shareholders are Titan Dining II LP (5%) and Elevation (25%).

Moreover, the total consideration for the acquisition is approximately US$340m (~KRW470b). JFC closed this deal at a more favourable transaction multiple compared to average EV/EBITDA multiple in the coffee industry. Completion of this transaction is subject to closing and financing conditions, final purchase price to be confirmed thereafter.

JFC notes that the acquisition is aligned with JFC’s commitment to Coffee and Tea Segment and franchising initiatives. This strategic, rapid growth, financially lucrative investment serves as JFC’s gateway in unlocking the fast-growing international value coffee market in South Korea which ranks third globally in terms of coffee consumption per capita.

Tony Tan Caktiong, chairman at Jollibee Foods Corporation, said, “The business that Compose Coffee has built in the past 10 years is impressive and we are excited to play a major role in its next phase of growth. We believe that Compose Coffee is a compelling strategic fit for JFC and is on track to becoming the largest, fastest growing and leading value coffee player in South Korea.” 

He added, “Together with Elevation and Titan Fund II, we look forward to working with the Compose Coffee’s accomplished management team to further accelerate the company’s growth in existing and new markets and capture the significant whitespace in South Korea’s value coffee market.”

It is worth noting that JFC has made significant investments to multiple food franchises in Asia, including Singapore’s Tiong Bahru Bakery and Common Man Coffee, as well as China’s Tim Ho Wan.

Seoul, South Korea – McDonald’s Korea has partnered with global advertising agency Leo Burnett Korea to create its latest campaign that shines light on the living conditions mothers and other caregivers undergo when their child is hospitalised. 

Titled ‘Mom’s Bed’, the campaign puts a spotlight on the hundreds of thousands of mothers in South Korea that live in cramped, uncomfortable conditions on tiny caregiver beds for days, weeks, months—sometimes years—on end just to take care of their hospitalised children. 

McDonald’s and Leo Burnett Korea’s ‘Mom’s Bed’ campaign film depicts this very struggle that carers face, showing just how cramped and uncomfortable caregiver beds are. 

In South Korea, most hospitals regulate that legal guardians must accompany their sick children when they are hospitalized. However, the unique caregiving culture is often taken for granted, and the struggles faced by mothers or guardians are neglected. 

Furthermore, South Korea has only one RMHC (Ronald McDonald House Charities) in Yangsan, which is approximately 388 km away from Seoul, where most children’s hospitals are situated. 

As a partner of RMHC, McDonald’s wanted to highlight the need for an RMHC House in Seoul. Each RMCH house can support families with sick children by providing them with a home away from home and a more comfortable place to stay as they look after their child. One RMHC house will have around 100 rooms, a kitchen, a play room, and a learning space to accommodate up to 100 families. 

As part of the campaign, dozens of installations appeared overnight in locations around Seoul, highlighting how the city’s ubiquitous tiny benches are no bigger than parents’ hospital beds. Further, on streets, landmarks, shopping malls, and McDonald’s restaurants, the installations compare the actual size of ‘mom’s bed’ with universal bed sizes, each inscribed with a real mother’s name, while QR codes link to genuine stories to inspire change and invite donations.

Following a massive ‘Mom’s Bed’ installation in Goyang Starfield, one of Seoul’s largest shopping malls, influencers and ambassadors also took part and shared photos of themselves, further emphasising how unacceptable and uncomfortable caregiver beds are. This movement led to record-breaking donations to make RMHC possible. 

With this support, plans for a second Ronald McDonald House in Seoul are being discussed to help more families with sick children.

Haeyeon Lee, chief marketing officer at McDonald’s Korea, said, “With ‘Mom’s Bed’, we wanted to raise awareness of the desperate need for a RMH in Seoul.”

Also speaking on the campaign, SooHee Yang, chief creative officer at Publicis Groupe Korea, shared, “Learning about the hardships faced by so many parents was an incredibly humbling experience. We hope that more parents will sleep a little easier, ready to face whatever challenges might lie ahead, as a result of this campaign.”