Coca-Cola is setting a prime example by launching a special edition product named ‘Coca-Cola Zero K-Wave’ in 36 countries, drawing inspiration from K-pop and its vibrant fan culture. (Image courtesy of Yonhap)
SEOUL, Feb. 26 (Korea Bizwire) – As K-pop continues to capture hearts worldwide, the food and beverage industry is keenly leveraging this global phenomenon by collaborating with K-pop artists to target international markets.
Coca-Cola is setting a prime example by launching a special edition product named ‘Coca-Cola Zero K-Wave’ in 36 countries, drawing inspiration from K-pop and its vibrant fan culture.
Notably, the product’s logo features the brand’s name written in Korean, highlighting the influence of the Korean wave.
To celebrate this launch, Coca-Cola unveiled a music video for the track ‘Like Magic,’ created in partnership with JYP Entertainment’s leading producer and artist, Park Jin-young, and popular acts such as Stray Kids, ITZY, and NMIXX.
NewJeans (Image courtesy of Lotte Wellfood)
A concert is also scheduled for June 2, further cementing the collaboration between the beverage giant and the music industry.
Lotte Wellfood is not far behind in harnessing the K-pop sensation. The company recently appointed members of the popular girl group NewJeans as the brand models for its sugar-free dessert line ‘ZERO,’ aiming to amplify its brand presence through strategic marketing efforts.
Last year, the NewJeans members were also chosen as the global ambassadors for Lotte’s Pepero brand, leading a global campaign to promote Pepero Day on November 11.
According to a Lotte Wellfood spokesperson, the campaign led to a significant sales boost, with Pepero sales increasing by over 17% in the campaign countries, attributing the success to the organic viral spread among global influencers.
The kimchi brand Jongga has also tapped into K-pop’s global appeal by appointing Hoshi from Seventeen, known for his love for kimchi, as its ambassador.
The kimchi brand Jongga has also tapped into K-pop’s global appeal by appointing Hoshi from Seventeen, known for his love for kimchi, as its ambassador. (Image courtesy of Daesang Corporation)
Recognizing Hoshi’s deep affection for kimchi and his global influence as a member of Seventeen, a spokesperson for Daesang, the company behind Jongga, expressed that Hoshi’s image aligns perfectly with the brand’s values.
Daesang even hosted ‘Kimchi Blast Seoul 2023,’ the first kimchi pop-up store in Seoul’s hip Seongsu-dong neighborhood, showcasing videos and photos of Hoshi.
Professor Lee Eun-hee from Inha University’s Department of Consumer Science commented on this trend, stating that collaborations with popular artists can synergize and amplify brand promotion efforts, especially in the context of growing global interest in Korean food products.
This strategy not only enhances brand visibility but also strengthens cultural ties, making K-pop a powerful ally for global market penetration.
Lina Jang (linajang@koreabizwire.com)
