Gel Barrientos is a writer with a strong background in digital advertising and content strategy. She consumes K-content on a daily basis and loves to travel, eat, and play tennis.

People are refusing to accept purpose-washing

Assertive Audiences

Border Reorder

People want insider status that's community-driven

Inside Track

People want their identities to be reflected in mainstream culture

Collective Equity

Marie Adriano has been a brand planning director at a full-service marketing agency for over 30 years. Throughout her career, she has worked with a wide array of clients, including luxury brands and government accounts.

Hyun-Jung Stephany Noh is a PhD candidate studying Radio, Television, and Film at the University of Texas. Her work is published in the 

, exploring the co-commissioning of Korean network-developed dramas as Netflix Originals.

South Korea

TV, film, and social media video

Shopping

Advertising

Brand Finance

The Korea Herald

The Korea Times

Hollywood Branded

AdNews

The Hollywood Reporter

Better Marketing

Food Navigator Asia

The New York Times

Interview with Marie Adriano conducted by the author

Tatler Asia

Interview with Hyun-Jung Stephany Noh conducted by the author

Data Bridge Market Research

YouGov

South China Morning Post

PR Newswire

Product placements are common throughout entertainment worldwide, but South Korean TV shows have a unique template that consistently produces positive results. K-drama fans know it when they see it, but how effective are they in raising brand awareness and translating to sales?