These are the Brands of Medicine and Vitamins Closely Associated with South Korean Idols
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Many K-Pop artists and K-Drama actors serve as brand ambassadors for various consumer products. For pharmaceuticals and multivitamins, the brand most associated with South Korean idols is Realfood.
According to a survey by the Katadata Insight Center (KIC), Realfood's products remind Indonesian fans of Korean entertainment of K-Drama actor Song Kang. A significant number of respondents also associated the boyband BTS with Lemona brand pharmaceuticals and multivitamins.
"The collaborations between Realfood and Song Kang, and Lemona and BTS, were the most memorable. Only six brands and idols appeared in the pharmaceuticals and multivitamin category, while some respondents forgot the brand or idol's name," KIC explained in its report.
The KIC survey also 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 purchase products because they are advertised by their idols.
This survey was conducted by KIC among 1,609 fans of Korean entertainment across Indonesia. However, only 29 respondents recalled a South Korean artist when they saw pharmaceuticals and multivitamins.
Respondents were predominantly 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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