The popularity of Korean dramas is undeniably increasing every day. In addition to their captivating storylines and the impressive acting skills of the cast, Korean dramas are easily accessible in various parts of the world through partnerships with numerous streaming platforms like Netflix, iQiyi, Viu, and others.

With the rising popularity of Korean dramas, not just in their home country but worldwide, many new opportunities have opened up for production houses, directors, actors, and product/service companies. This mutualistic symbiosis has proven successful. Sponsorship from various brands can cover the production costs of a drama, while brands themselves have the chance to boost their product sales.

This opportunity for profit is not only utilized by local brands from Korea but has also expanded to brands outside of Korea. Here are some foreign brands that have engaged in Product Placement (PPL) in Korean dramas:

1. Squid Game (2021)

This series became a phenomenon in 2021. From its premiere, it consistently ranked in the Top 10 in every episode across 94 countries on Netflix. In 2022, the series received numerous prestigious awards from the Screen Actors Guild to the Emmy Awards, recognizing both male and female actors as well as directing excellence.

One brand that benefited from the success of Squid Game is Vans. All the contestants in Squid Game wore these American slip-on shoes. In several scenes, the Vans brand was prominently featured in the PPL. Unsurprisingly, the sales of white slip-on Vans shoes surged globally, especially in the United States, by up to 7,800%.

2. The King: Eternal Monarch (2020)

This drama featured top Korean actors Lee Min Ho and Kim Go Eun. With its unique storyline and star-studded cast, it attracted many brands to collaborate, including The Alley, a bubble milk tea cafe from Taiwan.

The plot includes a close friend of the female lead who owns a bubble milk tea shop located near her home, leading to many conversational scenes among the characters taking place there.

The Alley is a bubble milk tea franchise from Taiwan that has 300 branches worldwide, including in South Korea and Canada.

3. Vincenzo (2021)

Starring the renowned Korean actor Song Joong Ki, this drama achieved remarkable success during its 20-episode run. In Korea, Vincenzo averaged a rating of 16.57%, while internationally, it became the sixth most popular drama on Netflix to date.

The global success of Vincenzo caught the attention of several foreign brands, including Kopiko, an Indonesian coffee candy brand. The presence of Kopiko’s PPL in Vincenzo created a buzz in its home country, Indonesia, with many Indonesians expressing pride and creating viral content on social media.

Kopiko didn't stop at Vincenzo. Its successful PPL strategy continued with several other Korean dramas, prompting both Koreans and residents of other countries to flock to buy Kopiko.

As a result, Ricky Afrianto, Director & Global Marketing Director of Mayora Group, the company behind Kopiko, stated that in the first six months of 2022, Kopiko experienced a sales increase of 9.3%, amounting to 14.37 trillion rupiah (approximately USD 900,000).

Although Product Placement (PPL) is a form of soft selling, the sales generated can be just as substantial, if not greater, than those from hard selling advertising methods. If you're interested in utilizing PPL and want to consult further, you can reach out to one of the leading international advertising agencies that have collaborated on PPL in over 20 Korean and Chinese dramas, Link Media, through their website at https://link-media.co.id.

Source:

1. Aisyah. (2020). The King: Eternal Monarch, Berikut 4 Kafe Populer yang Jadi Lokasi Syutingnya. Kompas.com. Accessed in 22 October 2024 from https://www.kompas.com/food/read/2020/06/13/092900775/the-king--eternal-monarch-berikut-4-kafe-populer-yang-jadi-lokasi

2. CNN Indonesia Team. (2021). Penjualan Sepatu Vans Meroket 7.800 Persen Berkat Squid Game. CNNIndonesia.com. Accessed in 22 October 2024 from https://www.cnnindonesia.com/gaya-hidup/20211008123859-277-705149/penjualan-sepatu-vans-meroket-7800-persen-berkat-squid-game

3. Cerita Sukses Promosi Kopiko Lewat Drama Korea Vincenzo. (2021). Kumparan.com. Accessed in 22 October 2024 from https://kumparan.com/kumparanbisnis/cerita-sukses-promosi-kopiko-lewat-drama-korea-vincenzo-1wqzyzCs7Sr/full