KOREAN ENTERTAINERS are among the most bankable product endorsers, no small thanks to the continuing Hallyu craze. Both Korean and international brands benefit from the instant recall, goodwill, and millions of social networking site followers that are often packaged with K-pop celebrities.
Conversely, the popularity of a K-pop star is measured not just by the ratings of his television series but by the number of “CFs” (commercial films to Koreans, more commonly known as TV advertisements) under his belt.
And these CFs often go beyond the boundaries of Seoul, with many promotions extending to China, Japan, and other parts of Asia.
Last week, Manila was host to one of the biggest Hallyu superstars — a member of the elite circle of actors with the most number of endorsements.
Kim Soo Hyun, who broke K-drama records via My Love From the Star and Moon Embracing the Sun, was the VIP guest for the media launch of the Samsung QLED TV at the Okada Manila.
Mr. Kim, who boasts of no less than 50 commercials since he shot to fame between 2012 and 2013, helped promote Samsung’s Smart TV which is also touted as the “pinnacle of high-quality viewing.”
Dressed in a crisp dark blue suit, one of Korea’s highest paid actor-models is also the face of other Samsung lines, including mobile phones and laptops.
“I traveled to the Philippines when I was young and I now have this opportunity to be here for this event,” he told the press, Samsung executives, partners, and selected guests.
He said he found Filipinos to be “very welcoming” and “thanked the fans for their love and support” upon learning that he is closely followed by millions of local Koreanovela fans.
The 29-year-old actor, who also starred in the drama The Producers as a TV trainee-cum-production assistant, took the opportunity to plug his new movie, Real. His first big screen blowout in four years after the 2013 tearjerker Secretly, Greatly, Real promises to be an action thriller where Mr. Kim will reportedly play a character with multiple personalities.
During his brief spiel, he said he has been touring to promote the new film, which just wrapped up shooting.
Samsung Product Marketing Head for AV Jun Guevara, who demonstrated the features of the TV during the media launch, said movies like Real are best watched with the new Samsung QLED TV. He said the new TV line offers HDR 1500 brightness and 100% color volume expression, enabling viewers to watch scenes just as how the creator intended them to be. It can also reproduce almost any color, making HDR content more vibrant and natural-looking.
“From pure lifelike colors, to the easy-to-use One Remote Control, to attention to design inside and out — the QLEDT TV ends the debate and is undoubtedly the next innovation in TV,” he said.
Mr. Guevara said the Korean electronics giant constantly challenges itself in coming up with upgrades and innovations. This year’s crown jewel is the TV with the “exclusive Quantum Dot technology.”
But be it a start-up or a powerhouse like Samsung, products and companies can certainly use the unique push that Hallyu marketing and advertising can provide. Sales will prove that this a strategy that works, and works effectively.
