Despite facing various controversies, Southeast Asian Gen Zers remain active on Twitter, now known as X, utilising its features for news and video discovery. The online platform offers brands the opportunity to engage in sociopolitical conversations and tap into fandom subcultures.
As people grapple with the strain caused by the cost of living crisis, political polarisation, and global conflicts, there is a demand for a fresh and relatable approach to festive magic. How can brands create a sense of reprieve and celebration while fostering empathy at the same time?
Instead of Hollywood stars, Southeast Asian brands see Korean celebrities as more effective ambassadors to enhance recognition, stimulate customer interest, and boost sales. This shift could signal a motion in the marketing of brands towards hyperlocalisation, personalisation, and value alignment.
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?