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Many companies engage K-Pop and K-Drama artists as brand ambassadors. This marketing strategy is employed by various industries, ranging from beauty products to financial services.
Beauty products are the product group most associated with South Korean idols.
According to a survey by the Katadata Insight Center (KIC), 45.9% of South Korean entertainment fans in Indonesia think of their idols when they see facial care/cosmetic/makeup products.
"Almost half of the respondents mentioned that skincare and makeup immediately reminded them of specific idols. Other products frequently mentioned include food and beverages, clothing, and gadgets," KIC explained in its report.
The survey found that the skincare and cosmetic brands most associated with idols are Scarlett, which uses Song Joongki and Twice as brand ambassadors.
In the gadget product group, Samsung is the brand whose image is considered most closely associated with K-Pop idols, namely BTS and Blackpink.
KIC conducted this survey among 1,609 people spread across Indonesia. Respondents were dominated by Generation Z (ages 17-25) and Millennials (ages 26-41), and the majority came from the lower-middle socioeconomic class. The complete survey report can be downloaded from 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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