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South Korean White Goods Brand Follows MNCs To Endorse BTS
The relatively unknown South Korean air purifier brand Coway has secured a global endorsement deal with K-pop sensation BTS.
The move is seen as a bid to expand Coway’s brand presence internationally, reach new consumers and boost brand awareness by leveraging on the wide, global appeal of BTS.
BTS will represent both the corporate image and their products such as water purifiers, air purifiers, and mattresses. Promotional videos for Coway’s products starring BTS will roll out on digital platforms later this month.
Additionally, Coway also plans to collaborate with other K-pop acts such as TXT, also in the stable of Big Hit Entertainment – the agency managing BTS, for various marketing projects in the future.
Mani Shim, head of marketing at Coway, added that 2021 is a crucial year for Coway to expand its brand presence as the global leader of the environmental home appliance industry. “We are ready to strengthen our global presence through exciting digital marketing projects that will reach a larger consumer base,” Shim said.
The deal comes about two months after The Coca-Cola Company partnered the K-pop for its global campaign. In recent years, the Grammy nominated BTS has also worked with major brands including Hyundai and Fila.
