Film series and dramas of various genres are certainly familiar to audiences around the world. Drama has been a form of entertainment since the era of theater to the age of electronic media. Everyone has their favorite drama; some enjoy watching dramas from their own country, while others prefer those from different nations.

Korean dramas have become popular in many countries, especially with the emergence of streaming platforms like DramaFever, Viki, Hulu, and Netflix, which are accessible in various countries and offer subtitles in multiple languages. Some countries even dub Korean dramas into their own languages.

With the rising popularity of Korean dramas, both entertainment production houses and various brands have seized this opportunity. Companies from different industries are eager to place ads, whether through hard selling or soft selling. One effective method of soft selling used is Product Placement (PPL) within the scenes of Korean dramas.

Korean Actor Kim Soo Hyun and Seo Ye Ji are eating Subway (Source: wolipop.detik.com)

What Is Product Placement (PPL)?

PPL is the strategic placement of a product or brand in a way that it does not come across as hard selling or direct advertising. In Korea, there are legal regulations governing PPL, outlined in Article 59-3 of Korea's Broadcasting Act. One of the key rules is that PPL can only be conducted in entertainment programs, such as Korean dramas.

PPL is indeed very helpful in covering high production costs, especially as budgets become tighter. It is said that PPL can cover 20%-30% of the production costs of a Korean drama. In return, companies that engage in PPL see significant increases in their product sales.

Examples of Products That Increased Sales After PPL in Korean Dramas:

1. BBQ (Best of Best Quality) Chicken in The King: Eternal Monarch

In the drama The King: Eternal Monarch, there is a scene where King Lee Gon, played by the famous Korean actor Lee Min Ho, is eating fried chicken from the Korean franchise BBQ Chicken. As a result, for the first time, BBQ Chicken sold over 550,000 sets of fried chicken in a month.

2. Laneige Lipstick in Descendants of the Sun

In the drama Descendants of the Sun, there is a scene where Dr. Kang Mo Yeon, portrayed by renowned actress Song Hye Kyo, uses Laneige's Two Tone Lip Bar lipstick. Instantly, Laneige's product sales skyrocketed, generating a profit of 1.2 billion Won (approximately USD 900,000).

3. Danisa Cookies in King The Land

In episode 6 of the drama King The Land, there is a scene where the female lead, Cheon Sa Rang, played by famous actress and singer Im Yoo Na, is being entertained by her friend Oh Pyeong Hwa (Go Won Hee) while they enjoy Danisa Butter Cookies together.

PPL has proven to be quite effective in boosting sales of both products and services. The effectiveness of PPL messaging is undoubtedly a result of the hard work of advertising agencies collaborating with directors to prepare quality PPL that is subtle yet influential enough to encourage audiences to purchase the featured products.

One international advertising agency that has produced PPL in over 20 Korean dramas and variety shows is LinkMedia from Link Group. Find more information at https://link-media.co.id.

“I’m not much of a salesman. I prefer the soft sell and the honest approach”

- Marc Guggenheim, American screenwriter, television producer, comic book writer, and novelist

Source:

1. Al Farisi & Pangerang. (2020). Gara-gara Lee Min Ho Makan Ayam Goreng, 550.000 Menu BBQ Chicken Ludes dalam Sebulan. Kompas.com. Accessed by 22 October 2024 from https://www.kompas.com/hype/read/2020/06/22/134342166/gara-gara-lee-min-ho-makan-ayam-goreng-550000-menu-bbq-chicken-ludes-dalam#google_vignette

2. Muktisari. (2022). Disebut 'Ratu Sold-Out', 5 Barang Ini Langsung Terjual Habis Usai Dipakai Song Hye Kyo! Apa Saja?. Beautynesia.id. Accessed by 22 October 2024 from https://www.beautynesia.id/life/disebut-ratu-sold-out-5-barang-ini-langsung-terjual-habis-usai-dipakai-song-hye-kyo-apa-saja/b-259825

3. Yanti. (2023). Kue Kering Yang Dimakan Yoona SNSD di 'King the Land' Ternyata Produk Indonesia. Wowkeren.com. Accessed by 22 October 2024 from https://www.wowkeren.com/berita/tampil/00484549.html