South Korea’s Coway Expands In Singapore With BTS Campaign  

South Korean home appliances brand Coway famed for its water purifiers, has expanded in Singapore with a bang. 

The brand, which has K-pop band BTS as celebrity endorsers, has activated an outdoor campaign in Dhoby Ghaut MRT station featuring the famous septet in Singapore.    

The South Korean company has expanded its global presence with branches in the US, Malaysia, Vietnam, Thailand, Indonesia and now Singapore. 

Mr Kyle Choi, Chief Executive Officer of Coway Malaysia and Singaporeshared, “Coway is thrilled to embark on our journey in Singapore, promising to elevate everyday living through our unparalleled water and air solutions, a legacy we have cultivated across 10 million households worldwide.” 

According to ASN data, Coway spent about US$765k from Q217 to Q119 in an array of sponsorship deals in South Korea (80.4%), Malaysia (13.1%) and Taiwan (6.5%). It has been rather dormant since then, however, its ambitious expansion across Southeast Asia is certain to push spends up in the near future.