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Many companies collaborate with K-Pop artists and K-Drama stars as their brand ambassadors. This marketing strategy is employed by various industries, including banking and other financial services.
In the banking and financial services sector, the brand most associated with South Korean idols is Bank KB Bukopin.
According to a survey by the Katadata Insight Center (KIC), 29% of South Korean entertainment fans in Indonesia recalled the K-Pop group Aespa when they saw the Bank KB Bukopin brand. The bank also made 27.4% of other respondents think of BTS.
"The collaboration between Bank KB Bukopin with Aespa and BTS is the most memorable. In this banking and finance product category, only 6 brands and idols appeared, while some respondents forgot the brand name or the idol's name," KIC explained in its report.
However, this image-building strategy using K-Pop idols does not appear to be the key to selling financial products.
The KIC survey found that the majority of South Korean entertainment fans in Indonesia consider price, discounts, and consumer reviews more important when using products. 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 dominated by 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 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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