Ottogi Corporation Makes BTS’ Jin Global Brand Ambassador For Jin Ramen

Ottogi Corporation, which made BTS’ star Jin its global brand ambassador for Jin Ramen late last month, has launched its latest campaign with the K-pop icon.     

The brand has activated its campaign by launching a romantic K-drama inspired commercial film featuring Jin as the star and the ramen as his love interest. Throughout the minute-long commercial, the 32-year-old K-pop icon finding it difficult to resist Jin Ramen and eventually rushes home to enjoy a comforting bowl of it.  

Beyond the commercial, the brand is revamping its global packaging, which will prominently feature Jin’s image on both bowl and cup products. It will also come with limited-edition stickers, including Jin’s handwritten letters and the character ‘Wootteo,’ which Jin developed to commemorate the release of his first solo single, “The Astronaut,” in 2022. 

These revamped products will also be exported to key international markets, including China, Vietnam, and Indonesia, and is part of the brand’s strategy to leverage on Jin’s global popularity via the massive BTS ARMY fanbase, to give the brand an aggressive edge in the competitive instant noodle market.

According to ASN data, music celebrity endorsements contributed to almost US$45m to the South Korean sponsorship market since Q222, a sizeable 62.1% of the non-sporting sponsorship investment. As for Ottogi, it has a history of partnering Korean baseball teams; Kiwoom Heroes and Hanwha Eagles, and Manchester United FC back in the day.