Overview
- Many K-pop artists have been actively collaborating with various products and companies, from endorsing cosmetics to partnering with fashion brands, as a way to expand their reach and engage with their fans in new ways.
- It is exemplified by Blackpink’s ethereal alliance with Starbucks, BTS’s harmonious synergy with Samsung, and NewJeans’ sartorial fusion with iPhone.
Table of Contents
1 BLACKPINK×STARBUCKS
2 BTS×SAMSUNG
3 NEWJEANS×IPHONE
4 Conclusion
K-Pop stars are appearing as advertising models in various fields due to their global popularity. Among them, collaborations with famous products have a stronger marketing effect by connecting fans and brands as one. In this article, we will summarize the cases of collaboration between K-Pop stars and famous brands, and look at the implications and impressions that can be gained from this.
1 BLACKPINK X Starbucks: Enjoy summer more with cool drinks and stylish MDs!
The collaboration between Starbucks and Blackpink, which begins on July 25, 2023, is drawing keen attention from K-pop fans and coffee lovers. This collaboration, which will be held in 9 Asian countries including Korea, presents a variety of products that give excitement and pleasure.
This collaboration is full of special products planned by BLACKPINK members and Starbucks designers. First are Frappuccino drinks and foods that reflect Blackpink’s theme. ‘Black Pink Strawberry Choco Cream Frappuccino’ combines fresh strawberry syrup, pink whipped cream and dark chocolate sauce to emphasize the beautiful colors of black and pink. Blackpink logo-shaped heart chocolate is placed on top of this drink, adding to Blackpink’s lovely charm. ‘Black Pink Strawberry Cream Choco Baumkuchen’ and ‘Black Pink Strawberry Cream Chocolate Bun’ were also emphasized as collaboration products by using chocolate-flavored Baumkuchen and pink strawberry milk cream on the bun.
In addition, Starbucks is also introducing various MD products to commemorate the collaboration with BLACKPINK. The ‘Blackpink Rhinestone Cold Cup and Stud Cold Cup’ are designed with the symbol of Blackpink to create a special coffee time. A variety of lifestyle products suitable for summer, such as ‘Blackpink Water Bottle’ and ‘Blackpink Tote Bag’, will be provided so that Blackpink’s fans can spend a more special and enjoyable summer.
Implication:
Collaboration between a Korean wave idol and a brand succeeds in increasing the brand’s value through the group’s unique charm and strong connection with fans. These collaborations convey the brand’s image in a new and original way and go a long way in gaining a positive response.
The collaboration between BLACKPINK and Starbucks is providing a unique experience not only to fans but also to ordinary consumers. We believe that leveraging the global popularity of Korean Wave idols to expand interactions between brands and consumers can create an incredible turning point in marketing.
2 BTS X Galaxy: The Perfect Harmony of Trendsetters
The Galaxy mobile phone collaboration between Samsung Electronics and BTS is not just an advertisement, but a brand product that reflects the unique characteristics of BTS. This collaboration is ahead of the ‘Galaxy Unpack’, the largest event in the second half of July 26, 2023, and Samsung Electronics is expected to actively utilize BTS for marketing this year as in previous years.
From a long time ago, Samsung Electronics has been using BTS as an advertising model for Galaxy smartphones through collaboration with BTS. Special edition products such as the ‘Galaxy S20+ BTS Edition’ aimed at BTS fans were released. Galaxy S22 Basic Model and Galaxy Z Flip 4 have been applied for BTS team color purple. In the purple-colored Galaxy Z Flip 4 commercial video featuring BTS members at Times Square in New York, they promoted new products by emphasizing purple, the team color of BTS.
Along with this, in this year’s Galaxy S23 Series Unpack, BTS member Jimin appears, and a scene has appeared explaining a new technology that can use AI technology to calibrate Jimin’s gifs and increase resolution. It is expected that Samsung will continue to promote its products with BTS as its advertising model.
These collaborations share the popularity and influence of BTS and showcase brand products, forming a strong connection with fans and consumers. Samsung Electronics’ marketing strategy based on BTS’ global popularity is successfully influencing BTS’ fans and the wider public in a positive way, which is expected to lead to more collaboration opportunities between idols and brands in the future.
Implication:
The collaboration between BTS and Galaxy is redefining the brand’s image with the public. Collaborations between popular idols and global brands go a long way towards uniting the fandoms of both groups and attracting new fans. This collaboration has the effect of strengthening the existing brand image by forming a win-win relationship with each other.
Collaboration between BTS and Galaxy has successfully led to special communication between fans and the brand, not just advertising. Brands explore new markets through the charm of idol groups and the passion of fans, and fans have a more special experience.
3 NewJeans X Apple: A Fantastic Blend of Creativity and Technology
The collaboration between New Jeans and Apple is a fantastic example of the power of creativity and technology. The collaboration between New Jeans and Apple kicked off a new ‘Shoot with iPhone’ campaign by filming the music video for New Jeans’ new song ‘ETA’ with the iPhone 14 Pro. This collaboration was announced on July 24, 2023.
This campaign is the second ‘Shoot with an iPhone’ campaign in Korea produced by New Jeans and Apple following the short film ‘Iljangchunmong’ by director Park Chan-wook, which was released last year.
The music video for New Jeans’ ‘ETA’ features the New Jeans members using their iPhones to film a friend’s boyfriend approaching a strange woman. In addition, the dancing scene of New Jeans was filmed with the iPhone 14 Pro’s ‘Action Mode’ to realize a stable video without shaking.
Collaboration like this is attracting attention as New Jeans and Apple combine their unique charms and technologies to present a new level of music video. New Jeans’ music meets Apple’s cutting-edge technology to deliver a special impression to the video, and it is expected that collaboration between brands will become more active through this new attempt.
Implication:
The collaboration between New Jeans and Apple shows the perfect harmony between the latest trends in technology and artistic expression through music videos. This can be seen as a successful example of creating more unique and moving content by fusing the brand’s technical excellence with the idol group’s creativity.
The collaboration between New Jeans and Apple shows that collaboration between Hallyu idols and technology brands can be further expanded in more diverse fields. The combination of technological advancement and artistic expression can bring new emotions to fans and consumers alike.
4 Conclusion
Collaboration between K-Pop stars and luxury brands creates a special communication and connection between fans and brands, resulting in stronger marketing effects. Looking at recent cases, it can be seen that the collaboration between a global popular idol group and a famous brand is leading a new trend. These collaborations play a huge role in redefining the brand image, providing new experiences to fans and consumers, and reinforcing the brand’s positive image.
Collaboration between K-Pop stars and luxury brands is expected to develop further. This creates a mutually win-win relationship between the brand and the idol group, providing opportunities to develop new markets in more diverse fields and achieve successful results. Fans will enjoy a more special experience, and the brand will gain a positive response and publicity.
