Blackpin, the Galaxy A series' newest ambassadors, perform during the Galaxy Event in Bangkok on April 10. Courtesy of Samsung Electronics

Korea’s top companies use K-pop stars as brand ambassadors

Seeking to boost their global businesses, Korea’s top two companies adopt a marketing strategy of taking advantage of K-pop groups as their brand ambassadors.

Korean firms have long depended on K-pop celebrities to expand their customer base, but the trend seems to accelerate as K-pop artists continue to gain popularity across the globe.

Samsung Electronics, Korea’s largest company by any measure, held a Galaxy Event in Bangkok midway through this week, which also included satellite showcases in Milan and Sao Paolo.

In the jam-packed event, the world’s largest manufacturer of mobile phones disclosed its two latest mid-range smartphones – the all-new Galaxy A70 and Galaxy A80.

The festival was kicked off by Samsung’s mobile chief Koh Dong-jin. But those who most attracted participants were K-pop quartet Blackpink, who performed in front of cheering crowd.

The girl group, which is comprised of four members of Jisoo, Jennie, Rose, and Lisa, is the Galaxy A series’ newest ambassadors. After the performance, they had an interview to share their favorite Galaxy A series features.

In comparison, the country’s second-biggest corporation Hyundai Motor opted for a boy band – K-pop superstar BTS.

Late last year, the Seoul-based automaker named the seven-member band as a brand ambassador for its large-sized sports utility vehicle – the Palisade.

Possibly thanks to BTS, the premium eight-seater car has won the hearts and minds of motorists.

Since its introduction last December, more than 50,000 signed contracts to purchase SUV here, but some 30,000 are still waiting for its delivery as demand outstrips supply.

The vehicle also cruises well in global markets such as the United States.

BTS is a Korean boy band that has obtained global prominence since its debut in 2013. Last year, it became the first K-pop act to hit No. 1 on the Billboard Artist 100 chart.

BTS, otherwise known as the Bangtan Boys, was the most re-tweeted celebrities in the world for the past two years. The band drops its fourth studio album, “Map of the Sou: Persona” on April 12.


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The publisher studied Korean history in Seoul and management of business administration in the United Kingdom. He has 20-year experiences in the media business. Kim can be reached at or 82-2-6956-6698.