Food and Dining Industry Launches Marketing Using Trending Online Content
[Asia Economy Reporter Lee Seon-ae] Recently, the food and dining industry has been actively targeting the millennial generation. They are expanding touchpoints with younger generations by implementing fun-sumer marketing, such as utilizing trending online content.
According to industry sources on the 7th, Keunmam Halmae Sundaeguk, operated by bhc, posted the full version of the ‘Moon Se-yoon Gukbap Song’ on its official YouTube channel on the 1st.
The ‘Moon Se-yoon Gukbap Song,’ lasting about 1 minute and 40 seconds, features exclusive model Moon Se-yoon, who has showcased various mukbangs on numerous entertainment programs, performing a rap with the concept of ‘K-bap Flex (K-BOB FLEX)’ timed to sizzling scenes highlighting the strengths of Keunmam Halmae Sundaeguk’s menu. The song conveys that the warm and hearty gukbap from Keunmam Halmae Sundaeguk can be enjoyed anytime and anywhere through delivery.
In particular, the ‘Moon Se-yoon Gukbap Song’ draws attention as part of a strategy to appeal to the tastes of the 20s and 30s younger generation. Keunmam Halmae Sundaeguk stated that they produced the ‘Moon Se-yoon Gukbap Song’ inspired by the trend of gukbap song content circulating online among young gukbap enthusiasts, conveying the message ‘eat hot gukbap heartily.’
Additionally, they pre-released a short video of about 15 seconds on their official YouTube channel to pique curiosity about the full version of the ‘Moon Se-yoon Gukbap Song,’ employing a strategy to increase interest among the young generation, who are the main users of YouTube.
A representative from Keunmam Halmae Sundaeguk said, “We considered various aspects such as video concept and posting channels to target millennials familiar with the online environment, so we expect the ‘Moon Se-yoon Gukbap Song’ to receive a positive response mainly from them. Going forward, Keunmam Halmae Sundaeguk will continue to strengthen branding by communicating with not only the 20s and 30s but also various age groups.”
On the 4th, Nongshim selected singer and actor Rain, who became a hot topic with the ‘Kkang Syndrome,’ as the advertising model for Saewookkang. Rain’s song ‘Kkang,’ released in 2017, became a hot topic online mainly among young people, leading to his selection as the actual model. Nongshim expressed expectations that this model appointment will instill a younger and more friendly brand image for Saewookkang, as fun content related to Rain continues to heat up online day after day.
In particular, Nongshim plans to produce advertisements in a way that consumers directly participate, inspired by the fact that the Kkang craze spontaneously emerged online. Nongshim is promoting the ‘Saewookkang National Challenge,’ where consumers submit videos enjoying Saewookkang and the Kkang trend, and plans to use the results to create advertisements together with Rain.
A Nongshim representative said, “To actively communicate with consumers, we selected Rain as the advertising model for the national snack ‘Saewookkang’ and are preparing a nationwide participation campaign. We hope Saewookkang will receive great love along with the ‘one Kkang a day’ craze.”
In May, Lotte Food’s Pasteur posted a ‘Dwijut’ recipe video on its official YouTube channel. The video features ‘Jeoseungsot,’ dressed as the Grim Reaper, stirring milk 6,300 times to make ice cream. Riding the wave of the Dalgona craze, the video was produced with the concept of ‘Dessert from Hell.’ Pasteur received positive feedback for cleverly highlighting that their milk is pasteurized at a low temperature of 63 degrees Celsius.
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