The emergence of Product Placement (PPL) for Kopiko in the Korean drama Vincenzo (2021) created a tremendous buzz on social media, both in Indonesia, the home country of Kopiko, and in South Korea. This soft selling marketing strategy through PPL proved effective, increasing Kopiko's sales in 2022 by 9.3%, amounting to IDR 14.37 trillion (approximately USD 900 million).

This success attracted other brands to try their luck with PPL in Korean dramas. Here are three Indonesian products that successfully implemented PPL in popular Korean dramas:

1. Tropicana Slim

This low-calorie sweetener from the healthy food and beverage company Nutrifood has been in Indonesia since 1979. In 2023, Tropicana Slim featured PPL in the Korean drama Castaway Diva, appearing prominently in two episodes.

Castaway Diva stars well-known actors like Park Eun Bin and Chae Jong Hyeop. The drama tells the story of a girl named Seo Mok Ha (Park Eun Bin), who has a beautiful voice and dreams of becoming a singer in a big city. However, an accident leaves her stranded on a small island for 15 years. This 12-episode drama has received a satisfying rating of 9%.

2. Danisa Butter Cookies

Another Indonesian product that featured PPL in a Korean drama is Danisa Butter Cookies. This product is one of the flagship offerings from Mayora, a pioneering food and beverage company in Indonesia. Mayora chose to implement PPL in the drama King The Land (2023).

King The Land stars famous actors and singers Im Yoo Na and Lee Jun Ho. The drama revolves around Gu Won (Lee Jun Ho), an heir to the famous King Group hotel, and Cheon Sa Rang (Im Yoo Na), an employee at King Hotel. This drama achieved a high rating of 13.8%.

3. Ellips



Not limited to food and beverages, Indonesian health and beauty company Kino featured PPL for Ellips Hair Vitamin in the Korean drama Love Next Door (2024). In addition to the drama, Ellips Hair Vitamin has become a favorite brand among K-Pop idols, with some posting about it on social media, including Leeseo from the group Ive and Younghoon from The Boyz. This has led to widespread discussion about Ellips Hair Vitamin among netizens in both Indonesia and South Korea.

Love Next Door stars top Korean actors Jung Hae In and Jung So Min. The drama is about two childhood friends who reunite as adults, both having established careers. This 16-episode drama successfully achieved a high rating of 8.5%.

Although Product Placement (PPL) is a form of soft selling advertising, the sales generated can be just as substantial as those from hard selling. 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. Syahputra. (2022). Sering Muncul di Drakor, Penjualan Kopiko Naik Drastis. CNBCindonesia.com. Accessed by 3 November 2024 from https://www.cnbcindonesia.com/news/20221206134953-4-394221/sering-muncul-di-drakor-penjualan-kopiko-naik-drastis

2. Kisah Tropicana Slim, Si Manis yang Baik untuk Anda. (2022). Bake.co.id. Accessed by 3 November 2024 from https://bake.co.id/kisah-tropicana-slim-si-manis-yang-baik-untuk-anda/#:~:text=Tidak%20heran%20apabila%20aneka%20produk,produk%20asli%20Indonesia%20sejak%201979

3. 'Castaway Diva' ends with record-breaking ratings; 'Welcome to Samdalri' surges in popularity with the second episode. (2023). Times of India. Accessed by 3 November 2024 from https://timesofindia.indiatimes.com/web-series/news/korean/castaway-diva-ends-with-record-breaking-ratings-welcome-to-samdalri-surges-in-popularity-with-second-episode/articleshow/105714575.cms

4. Tionardus & Kistyarini. (2023). King The Land Tamat dengan Rating Tertinggi Sepanjang Penayangan. Kompas.com. Accessed by 3 November 2024 from https://www.kompas.com/hype/read/2023/08/07/170405666/king-the-land-tamat-dengan-rating-tertinggi-sepanjang-penayangan

5. Sinopsis Love Next Door, Reuni Sahabat Lama Penuh Tanda Tanya. (2024). CNN Indonesia. Accessed by 3 November 2024 from https://www.cnnindonesia.com/hiburan/20240816195745-220-1134068/sinopsis-love-next-door-reuni-sahabat-lama-penuh-tanda-tanya