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The younger consumers of China aren't just buying tickets for K-pop concerts--they're
gobbling up the products they see in Korean dramas and movies.
Not wanting to miss an opportunity, the world's leading luxury brands are latching on to the
trend to boost sales. Paul Yi reports.
This report posted on the Wall Street Journal's website reads: "Luxury Brands Look to South
Korea for China Sales Boost." It focuses on how the world's leading luxury
brands are using Korean dramas and K-pop videos to reach Chinese customers.
The Wall Street Journal found that Korean dramas influence a considerable amount of
Chinese consumers, and that brands like Chanel, Gucci and Louis Vuitton are using product
placement in Korean TV dramas and music videos to broaden their appeal, especially to young
shoppers. Take the drama "My Love from the Star" as
an example. The dresses and shoes worn by Korean actress
Jun Ji-hyun in the program are all the rage in China.
The report also says that a backpack worn by actor Kim Soo-hyun in one episode help
boost sales of the brand's entire line by threefold in February compared to the same
month last year. Despite some of the challenges overseas brands
face in the Korean market, the report says these high-end companies choose to stay because
of the nation's influence, not just in China but throughout the rest of Asia as well.
Paul Yi, Arirang News.