Amid a domestic demand slump, the retail industry is moving faster to strengthen marketing tied to the comebacks of major K-pop stars such as BTS. Companies are aiming for the so-called "K-pop trickle-down effect" through collaboration products and social media (SNS) events that tap global fandoms.
According to related industries on the 11th, Dongwon F&B plans to expand global marketing fronted by Jin of BTS. This is BTS's first full-group comeback in 3 years and 9 months. Dongwon F&B will launch a "BTS Jin gift set" on the 20th to coincide with the BTS comeback schedule and will roll out an Amazon U.S.-exclusive product timed to the world tour. The strategy targets "ARMY," BTS's fandom of 100 million people worldwide.
Lotte Department Store will unveil a project (Welcome lights) from the 19th to the 22nd, illuminating the exterior walls of its main store and Avenuel building in purple from 6 p.m. to 10 p.m. for four days. BTS will hold a comeback live show on the 21st at Gwanghwamun Square in Seoul. Purple symbolizes ARMY.
Shinsegae Duty Free will release new BTS merchandise in the "K-wave" zone at its Myeong-dong branch, which opened last month. This space focuses on official merchandise from K-pop artists. Lotte Duty Free is also said to be preparing online-offline linked giveaway events.
hy has gone a step further by establishing a joint venture (JV) with HYBE, BTS's label. The strategy is to turn IP (intellectual property) utilization into a long-term asset by going beyond simple licensing to build an equity investment and joint operations system. The plan is to expand the scope to various artist IPs, including BTS.
A food industry official said, "With the domestic market in a slump recently and without much benefit from events like the Olympics and holidays, the BTS comeback is an event that will boost domestic demand and drive interest in K-food in global markets."
Cases continue in which a product becomes a global sensation just by being mentioned by a K-pop star. Jennie of Blackpink introduced Nongshim's Banana Kick as a snack she likes on The Jennifer Hudson Show in March last year, spurring overseas interest. According to Nongshim, Banana Kick's exports in April–May last year roughly doubled from a year earlier. Nongshim's Ansungtangmyun and Jjolbyeong Snack, mentioned by Blackpink member Rosé on overseas broadcasts, also became popular among global consumers.
More companies are appointing K-pop stars as global ambassadors. Nongshim named aespa as its global ambassador. Samyang Foods is running a global campaign for Buldak spicy ramyeon with ENHYPEN at the forefront. Lotte Wellfood is strengthening overseas marketing for Pepero with Stray Kids as models. CJ CheilJedang has also enlisted SEVENTEEN to raise awareness of the Bibigo brand.
Industry players hope K-pop star activities will spark new consumption catalysts amid fewer consumer events in the domestic market. A food industry official said, "In the past, there was a lot of skepticism about star marketing, but campaigns leveraging major K-pop stars like BTS and Blackpink are having a big impact in global markets and are showing clear results." The official added, "It will take time to show up directly in earnings, but it's true that global trust in K-food has risen thanks to K-content."