The immense star power of “Team Kim” at the PyeongChang 2018 Winter Olympics has household appliance makers coveting the silver medal winning curlers as endorsement models for vacuum cleaning products. (Image: Yonhap)
SEOUL, Feb. 27 (Korea Bizwire) – The immense star power of “Team Kim” at the PyeongChang 2018 Winter Olympics has household appliance makers coveting the silver medal winning curlers as endorsement models for vacuum cleaning products.
Despite views being expressed that the curlers would be a perfect fit for a vacuum cleaner TV commercial, a variety of industry specific concerns, such as a shift away from employing celebrities and well-known athletes as spokespersons, has left certain companies only able to dream of the possibility.
According to sources in the industry, with popular parody videos and photos of the South Korean women’s curling team’s performances proliferating online, word that household appliance companies are planning on hiring the sportswomen to endorse their products is spreading through online communities.
That the curling stone and broom are similar in appearance to a robot vacuum cleaner and a wireless vacuum cleaner are two reasons why many believe the curlers will cut a fine figure selling household cleaning electronics.
That the curling stone and broom are similar in appearance to a robot vacuum cleaner and a wireless vacuum cleaner are two reasons why many believe the curlers will cut a fine figure selling household cleaning electronics. (Image: Yonhap)
Their underdog story, distinct team culture as well as quirky English nicknames such as “Steak” and “Pancake” made them the darlings of not just South Korea, but media and the online community around the world during the Olympics. As such, the coming “courtship battle” among companies to gain Team Kim’s signature agreeing to endorse their goods is forecast to be fierce.
Despite these predictions, industry leaders such as Samsung Electronics, LG Electronics, Dyson and others are believed to have yet to put detailed plans into action to pursue the so-called “Garlic Girls”.
While the main reason is that the industry trend has gone from delivering a focus on the brand’s image through collaboration with a sports star or celebrity to highlighting the product’s capabilities, there are other individual hindrances as well.
Samsung Electronics, for one, is trying to keep a low profile in regards to sports despite its role as an official sponsor of the Winter Olympics in the wake of the 2016 South Korean political scandal.
With big players like Samsung looking as though they will stay on the sidelines, SMEs will act decisively to be the ones that partner with the curling team.
An industry source said companies have expressed worries that they may lose out to competitors in the upcoming race for South Korea’s newly-minted Olympic superstars.
Kevin Lee (kevinlee@koreabizwire.com)
