B2B (business-to-business) corporations with fewer consumer touchpoints are increasing collaborations with idols and influencers to enhance their corporate image. Steel companies are partnering with idols that promote 'iron flavor,' while shipbuilding and defense companies emphasize a 'real man' image through male actor models.

According to the industry on the 30th, the SME idol aespa filmed a music video at the Chungnam Dangjin Steelworks from the 4th to the 6th of last month. The Dangjin Steelworks, a 'key national facility,' is restricted to external access.

This collaboration was proposed by SME and accepted by Hyundai Steel. aespa has been known as an 'iron flavor' idol with a strong beat and electric sound. A Hyundai Steel representative noted, "The connection was made because they are a top-tier idol and promoted 'iron flavor.'"

The music video for aespa's new song 'Dirty Work.' It is filmed at the fuel dome within Hyundai Steel's Dangjin Steelworks. /Courtesy of SME

The filming took place in the raw material dome (the place where iron ore is stored) and the scrap yard within the Dangjin Steelworks. The front road, which is typically not seen and has a width of eight lanes in both directions, was also utilized. It is reported that SME requested a spacious area due to the large-scale shooting involving 225 personnel.

There were no production delays caused by the filming. Adjacent to the sea, the Dangjin Steelworks unloads raw materials such as iron ore and coal from ships and transports them via conveyor belts. The transported materials are stored in the raw material dome where the music video was filmed, after which they are sintered and processed into molten iron. Following further refining processes, they become intermediate products. The filming occurred during breaks between work.

The filming location of aespa's music video is the interior of the raw material dome at Hyundai Steel's Dangjin Steelworks. /Courtesy of Hyundai Steel

Actor Kim Woo-bin boarded a 174,000㎥ liquefied natural gas (LNG) carrier in an HD Hyundai Heavy Industries advertisement. The ad slogan is, "A truly cool man boards a mega LNG carrier."

In 2023, HD Hyundai XiteSolution appointed idol Da-young, a member of the girl group WJSN with an excavator license, as the global ambassador for their construction equipment brand Develon. Da-young has also introduced excavators at events such as the Consumer Electronics Show (CES).

Actor Kim Woo-bin appears on a LNG carrier in an advertisement for HD Hyundai Heavy Industries. /Courtesy of HD Hyundai Heavy Industries

Doosan Bobcat, a major player in the overseas market, utilizes local celebrities as brand ambassadors. Actor and TV show host Chip Gaines, singer Justin Moore, cyclist Ryan Nyquist, and actor Josh Duhamel serve as Doosan Bobcat's North American ambassadors.

Hwang Jin-joo, an adjunct professor at Inha University, said, "Even B2B corporations ultimately face the general public as their final consumers. Because there are many consumers who are not familiar with the product, they conduct more star marketing."

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