Meet the Latte Team Leader: KT SNS Channel 'Gwanghwamun Exit 2' Revamped

[Asia Economy Reporter Koo Chae-eun] KT is revamping its existing SNS channels operated by the Public Relations Office, focusing on four characters: Ida, Chino, Latte, and Gakseol-i. The main characters are Latte (Cafe Latte), a boss who often says "Back in my day," representing the older generation; Ida (Cider), a millennial new employee; and Chino (Cappuccino), the generation caught between the two. There is also Gakseol-i, a mysterious figure who always sticks close to Boss Latte.

On the 29th, KT announced, "As the importance of corporate digital transformation capabilities has recently been emphasized, KT's Public Relations Office established the DX PR Task Force in January to strengthen digital competitiveness in PR work." Accordingly, KT is reorganizing its existing SNS channels such as Facebook and blogs to engage in customer-friendly, customer-centered PR through a total of five SNS channels. KT Public Relations Office's Instagram channel will focus on the three virtual characters 'Latte, Chino, and Ida,' capturing employees' daily lives while communicating with customers through relatable content that resonates with followers.

KT's new SNS channels, consisting of YouTube, Naver TV, Naver Blog, Naver Post, and Instagram, have been rebranded under the integrated brand "Gwanghwamun Exit 2," inspired by Exit 2 of Gwanghwamun Station, where the Gwanghwamun headquarters is located. This will strengthen the message of "News delivered from Gwanghwamun." Additionally, the '2xIT' logo symbolizing Exit 2 adds symbolism as an IT company that has led Korea's ICT industry for 135 years.

KT plans to expand visual-centered communication beyond text-based customer interaction by regularly distributing video press releases through YouTube and Naver TV, becoming the first among the three major telecom companies to do so. On Naver Blog and Naver Post, KT will share stories about the future society transformed by technology and various happenings at Gwanghwamun Exit 2, aiming to create an informative and entertaining corporate channel. Yang Yul-mo, Head of KT Public Relations Office (Executive Director), said, "Along with media-centered PR, we will expand the scope of PR through diverse digital content," adding, "Through customer-centered PR, we will enhance KT Group's warm image and its value as a national company."