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K-pop's influence is expanding into related industries. A prime example is K-pop stars serving as global advertising models and ambassadors for the food and beverage industry, having a significant impact on the sector. Let's examine K-pop's growing presence and achievements in the global food and beverage industry.

ⒸShutterstock

It is becoming increasingly rare to find promotional materials from global luxury brands without K-pop idols. As K-pop's global influence continues to soar, it has become common for brands to select K-pop groups and members - who lead glamorous lives both on and off stage - as ambassadors beyond mere advertising models. This ambassadorial approach, where celebrities receive event invitations and product sponsorships in exchange for strengthening and exposing brand images in everyday life, help companies engage with younger audiences while groups increase their team and individual value. Now, K-pop group sare making their mark in areas even more embedded in daily life - the food and beverage market.

Coca-Cola, Pioneering Music Industry Collaboration

Coca-Cola represents a successful case of a beverage company incorporating music into its marketing strategy. After gaining inspiration for its first music collaboration in Brazil in 2007, Coca-Cola launched "Coke Studio" in Pakistan, a TV program that showcased studio recording sessions and live performances by musicians. Coke Studio gained popularity by showcasing various Pakistani musicians through a house band and weekly rotating guest musicians. It has become a long-running program with over 16 seasons, introducing Pakistani musicians to the global market. Coca-Cola broadened the program's reach to neighboring India and Bangladesh, and since 2022, has transformed Coke Studio into a global content platform collaborating with musicians worldwide.

Coke Studio and NewJeans collaboration ⒸCoca-Cola Korea

NewJeans Singing for Coca-Cola Zero

Korea's collaboration with Coke Studio began when girl group TRI.BE participated in the 2022 global title song "A Kind of Magic," and intensified in 2023 when girl group NewJeans was recruited as advertising models. Through this partnership, Coca-Cola Korea hosted a global workshop for international Coca-Cola marketing managers, and NewJeans generated buzz with their new song "Zero" promoting Coca-Cola Zero. With over 20.1 million views on YouTube, NewJeans' "Zero" stood out by minimizing direct product placement and topped domestic music streaming charts with music videos and promotions reminiscent of their title singles. NewJeans also participated in Coke Studio's title song "Be Who You Are" with pop musician Jon Batiste and rapper J.I.D. Coca-Cola further scaled the collaboration by launching special-edition products featuring customized logos and colors, presenting their partnership with NewJeans as a distinctive visual experience and exemplifying K-pop and brand synergy in marketing.

Coca-Cola Zero Korean Wave flavor featuring Hangul text ⒸCoca-Cola Korea

Coca-Cola Zero, Launching the Taste of Korean Wave

This year's collaboration between Coca-Cola and JYP Entertainment is part of the "Coca-Cola Creation" project. The project launched alongside the release of a "Korean Wave" product in the zero lineup. Coca-Cola Zero Korean Wave, released in 36 countries worldwide, embodies K-pop's character through its Korean logo exterior and "refreshing favorite taste." The promotional content "Like Magic" features JYP Entertainment's head producer Park Jin-young and their groups Stray Kids, ITZY, and NMIXX. Among them, NMIXX has maintained close marketing strategies with Coca-Cola Zero since their debut song "O.O" in February 2022, including product exposure in music videos. Coca-Cola will hold the "K-WAVE Concert INKIGAYO" event with SBS at Inspire Arena on June 2.

Felix of Stray Kids drinking Pepsi in the music video ⒸJYP Entertainment

Pepsi's Success with K-pop in the Global Market

Pepsi began actively collaborating with K-pop in the late 2010s as BTS entered the U.S. market and K-pop gained global attention. In 2018, the company launched a project group "WJMK" with members from Starship Entertainment's WJSN and Fantagio's Weki Meki, releasing a promotional single "Strong" for the beverage brand. Following this, Pepsi established an official project with Starship Entertainment, releasing collaborative singles with famous K-pop musicians annually since their first single "Love It Live It" in 2018. Various combinations of group members from GFRIEND, VIXX, MONSTA X, CIX, ATEEZ, IZ*ONE, WEi, OH MY GIRL, IVE, and solo artists like Ong Seong-wu, Zico, Kang Daniel, and Soyou have promoted the brand through new songs and music videos. The campaign single "ZERO:ATTITUDE" released on February 15, 2021, demonstrated the effectiveness of K-pop marketing strategy for new product promotion by visually and musically expressing Pepsi's new product "Zero Sugar Black."

WJMK's "Strong" poster ⒸStarship Entertainmen

K-pop Stars Participating in Global Marketing for Food Companies

While two major brands dominate the carbonated beverage market, various domestic and international food and beverage companies are leveraging K-pop groups in their marketing strategies. Lotte Wellfood selected NewJeans as advertising models for their sugar-free dessert brand "Zero" following Pepero. This move has fueled global promotion efforts, including their products in North and Central American markets. After appointing NewJeans as global ambassador last year, Pepero saw a 17% sales increase through their "Pepero Day" global promotion. Another notable food and beverage marketing case influenced by NewJeans is McDonald's. McDonald's Korea launched the global marketing campaign "NewJeans Chicken Dance" featuring the group, across 10 Asian countries, including Thailand, Malaysia, Hong Kong, and Taiwan.

McDonald's Korea's "NewJeans Chicken Dance Campaign" ⒸMcDonald's Kore

BTS's Jin, who became the advertising model for Ottogi Jin Ramen in November 2022, contributed to increasing global ramen exports. According to customs data, ramen exports in the first half of 2023 increased by 17.7% year-over-year, reaching approximately $522 million, with Ottogi's ramen exports reaching a record high of $208 million in the first quarter alone. Jin, who ranked fourth in the CF model rankings released by the Korea Federation of Advertising Associations' Advertising Information Center in November 2022, proved the enduring influence of the BTS brand, even during his military service, solidifying his campaign as successful advertising case in the food and beverage market.
Other companies benefiting from K-pop marketing include MEGA MGC Coffee with ITZY as their advertising models, McKis Company recruiting (G)I-DLE's main vocalist Miyeon, Goobne Chicken filming advertisements with LE SSERAFIM in Chicago, and Papa Johns Korea appointing IVE as brand ambassadors. Starbucks Korea collaborated with BLACKPINK to launch special products, which were simultaneously released in nine Asian countries, including Korea, and caused product shortages due to overwhelming demand.

Starbucks Korea's "BLACKPINK Collaboration" ⒸStarbucks Korea

K-pop's Influence Permeating Daily Life

As global brands have confirmed the promotional effects of K-pop groups, active collaborations are expected to develop regardless of domestic or international boundaries. Domestic marketing can leverage K-pop's influence for indirect promotion overseas, while international marketing can implement new strategies utilizing K-pop groups that may be relatively unfamiliar in Western regions, but are highly popular in Asian markets. K-pop's influence is steadily deepening its reach into global market in the fundamental areas of food, clothing, and shelter.

Written by Kim Do-heon (Pop Music Critic)

Original Article URL: https://www.kocca.kr/n_content/kocca_vol31/vol31/07.html