Boiler specialist KD Navien announced on the 11th that it has selected Chef Edward Lee as the brand advertising model for its kitchen appliance brand, Navien Magic, which will be launched this month.
In fact, KD Navien initially intended to use the representative of Theborn Korea, Baek Jong-won, who is both a broadcaster and a franchise entrepreneur, as the advertising model for Navien Magic. However, with recent controversies including the 'bakham' and allegations related to Chinese-made fermented soybean paste, it determined there was a risk in utilizing Baek as a model and ultimately selected Chef Lee.
KD Navien acquired the sales rights for gas ranges, electric ranges, and electric ovens from SK Magic last May and has embarked on a new kitchen appliance business under the brand Navien Magic. Currently, the gas range market is stagnant, and the electric range and electric oven markets also face evaluations that their replacement cycles exceed 10 years, making them less profitable.
However, KD Navien aims for more than that. It plans to implement a new kitchen system that not only serves as simple kitchen appliances but also manages indoor air quality in conjunction with its air hoods and ventilation purifiers.
In particular, KD Navien has a business structure centered on heating devices such as boilers, water heaters, and heating mats, and it plans to expand into the home appliance sector through the launch of its kitchen appliance brand Navien Magic.
Since launching a new brand, it is also important to inform consumers about the products. KD Navien has employed actor Ma Dong-seok as the advertising model for its core business, the boiler brand, starting in 2023, and is achieving good results.
For high-priced products, consumer trust is crucial. This is greatly influenced not only by quality but also by the advertising model promoting the product. If a model lacks credibility, consumers are less likely to purchase the product. This is the reason why corporations invest considerable expenses to hire well-known figures with high levels of trust as advertising models.
Since the second half of last year, KD Navien has been looking for an advertising model who can best promote its kitchen system, including electric ranges and ventilation purifiers.
By the end of last year, it decided on representative Baek Jong-won. Following the airing of Culinary Class Wars, Baek's popularity as a restaurateur and culinary researcher was immense, making him the optimal model to promote the new kitchen appliance brand from KD Navien.
However, the 'bakham controversy' erupted in mid-January, causing a significant drop in the trust and good image that Baek had built over time. While his credentials as a professional culinary researcher remain unchanged, consumers appear to be turning their backs on him.
In response, KD Navien initiated a review of its advertising model. They looked to Chef Lee, who gained popularity alongside Baek in Culinary Class Wars. He is a Korean American chef born in New York, known for building his recognition in the U.S. He is the winner of the 2010 Iron Chef America and has served as a White House state dinner chef.
His spirit of challenge and authenticity, demonstrated in Culinary Class Wars by combining Korean and Western food cultures, resonated with consumers, and he is currently receiving love calls from the domestic food industry.
Nongshim has chosen Chef Lee as the global advertising model for its new product, 'Shin Ramyeon Tumba,' while Pulmuone has appointed him as a brand ambassador. Mom's Touch is introducing the Edward Lee Burger.
KD Navien cites 'the original culinary philosophy and spirit of challenge that merges different cultures' as the background for selecting Chef Lee as an advertising model. They believe that this aligns with the originality and spirit of challenge pursued by Navien Magic.
The advertising industry suggests that advertising costs may also have influenced the decision. Currently, it is reported that the advertising model fee for representative Baek Jong-won is about four times more expensive than Chef Lee's.
KD Navien is initially focusing on the domestic kitchen appliance market. After increasing its market share at home, it plans to target international kitchen appliance markets in North America, Europe, and Asia, similar to its boiler brand. KD Navien's new challenge, now partnering with Chef Lee after Ma Dong-seok, is garnering attention.