These Food Brands Successfully Branded Themselves Through K-Pop Idols
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Many companies currently engage K-Pop and K-Drama idols as brand ambassadors.
In the food and beverage sector, Lemonilo is the brand most associated with South Korean artists.
According to a survey by the Katadata Insight Center (KIC), 21% of South Korean entertainment fans in Indonesia recalled the K-Pop group NCT Dream when they saw Lemonilo products.
Lemonilo's brand association even surpassed McDonald's. Although McDonald's briefly experienced a surge in consumers and went viral on social media due to its BTS-themed packaging, only 7% of respondents associated McDonald's with the K-Pop group.
"Lemonilo's collaboration with NCT Dream earlier this year made Lemonilo the brand most associated with Korean idols. Meanwhile, the collaboration between Choi Siwon and Mie Sedaap ranked second," KIC explained in its report.
However, this image-building strategy using K-Pop idols does not appear to be the primary key to product sales.
The KIC survey found that the majority of South Korean artist fans in Indonesia prioritize price, discounts, and consumer reviews when shopping. Only a small percentage of fans buy products because they are advertised by their idols.
This survey was conducted by KIC among 1,609 fans of South Korean entertainment across Indonesia. Respondents were predominantly Generation Z (ages 17-25) and Millennials (ages 26-41), and the majority came from the lower-middle to middle socioeconomic class. The complete survey report can be downloaded at this link.
"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."
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