South Korean TV dramas feat success to pull products opposite Asia

The trade success of South Korea’s radio dramas has spawned a hard-selling universe of branded party that uses product chain to pull all from smartphones to lipsticks.

The supposed Hallyu (Korean Wave) of radio shows and cocktail song has prolonged cowed many of Asia and, in new years, found fans in a Middle East, Latin America and North Africa.

The immeasurable audiences non-stop secrecy selling opportunities that have turn clearly reduction cat-like as foe has intensified.

South Korean firms now spend millions of dollars ensuring lovers in renouned soap operas confess their feelings around Samsung smartphones, lick in Hyundai cars and pierce into a residence versed with a hulk LG TV.

The energy of a many renouned dramas to launch new trends and boost existent ones was displayed by a new prolongation My Love from a Star – an doubtful adore story between a tip womanlike film star and a 400-year-old visitor sheltered as a human.

The SBS radio uncover was a outrageous hit, generally in China where it triggered a disturb for Korean-style boiled duck and beer, a lucky comfort food of a show’s heroine – played by Gianna Jun. The categorical characters talked and sent texts on Samsung’s Galaxy Note smartphones, or chatted around a Line mobile app done by Naver, Seoul’s tip portal.

Jun’s impression used lotions and lipsticks done by Amorepacific, a South’s largest cosmetics firm. Supporting characters had an omnivorous ambience for mini-desserts done by CJ – a country’s tip food company.

The bearing clearly pays off.

Amorepacific pronounced sales of a skincare products and lipsticks used by Jun surged 75 per cent and 400 per cent respectively, mostly interjection to sepulchral sales in China.

“In a past, PPL [product placement] on South Korean TV shows increased domestic sales only,” a association said. “But we’ve recently seen it carrying an evident and widespread impact in Asia, generally in China.”

Amorepacific’s abroad sales grew 28 per cent in 2013, increased by a 29 per cent enlargement in China.

More than 90 per cent of product chain deals on South Korean soap operas engage domestic firms, though unfamiliar companies are also being captivated by a captivate of softened sales in a pivotal informal market.

In My Love From a Star, a span of US$625 Jimmy Choo boots ragged by Jun sole out opposite Asia within days.

Even some-more dramatically, it usually took a gossip – a code name never seemed – that a lipstick Jun used in one part was from Yves St Laurent to means a identical run on that product.

Neither Jimmy Choo nor YSL had even struck a understanding to have their products in a show.

Mercedes-Benz did, and a German carmaker saw sales of a models featured in a uncover spike.

“Many companies now know if their products are featured in a shows, Asian viewers, generally women, will feel some-more informed with their brands – either on a unwavering or comatose level,” pronounced Kim Yeongseop, an executive writer during SBS.

While sum of product chain deals are not disclosed, attention sources contend bearing on renouned shows costs during slightest 100 million won (HK$75.8 million) and most some-more for a strike play featuring A-list stars with a informal following.

The biggest spender of all is Samsung – a world’s largest record organisation by income – that sponsors around two-thirds of all home-grown soap operas, pronounced Kim Si-hyun, conduct of 153 Production, a vital product chain group in Seoul.

“It’s a full package, definition all manifest consumer wiring like smartphones, computers, cameras, atmosphere conditioners, TVs and refrigerators are Samsung products, from commencement to end,” Kim said.

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