Meeting 'Ssakssuri' with 'Dabi Imo'... MZ Generation Enthralled

Collaboration with Beauty & Fashion Variety Show Characters

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SPAO Sells Out in Collaboration with Ssaksseuri

[Asia Economy Reporter Yujin Cho] The beauty and fashion industries are engaging in variety show marketing by collaborating with characters appearing in popular variety programs or using related themes to capture the attention of the MZ generation (Millennials + Generation Z).

According to industry sources on the 19th, Dr. Different’s digital advertisement featuring comedian Kim Shinyoung (alter ego Kim Dabi) as the model is receiving explosive responses from consumers. They created a digital ad for Vita A Cream by rewriting Kim Dabi’s trot song "Jura Jura Song," which gained great popularity on social networking services (SNS) and led to actual product sales.

A representative from Dr. Different said, "By appointing Kim Shinyoung (Kim Dabi) as the digital advertisement model, we were able to imprint the brand among the 10s and 20s age group," adding, "Within a week after the digital ad video was released, 50,000 units of Vita A Cream were sold out." Based on this popularity, Dr. Different plans to expand into overseas markets such as Japan’s Rakuten in the second half of the year.

E-Land World’s SPA (Specialty retailer of Private label Apparel) brand SPAO also became a hot topic through collaboration with the popular variety show 'Hangout with Yoo'’s project group SSAK3. A total of 11 collaboration products with SSAK3, including the 'Retro Tape T-shirt' and 'Santa Monica T-shirt,' were released on the 24th of last month and continued to sell out.

An E-Land World representative explained, "Seven items sold out within 10 minutes of the collaboration product launch, and all 11 items were sold out within two days, enjoying high popularity," adding, "Riding on this popularity, we launched new designs inspired by SSAK3’s motifs from the show, such as the 'Official Pose T-shirt' and 'Rugby T-shirt.'"

The establishment of SSAK3 photo zones and experience spaces in SPAO stores also became a hot topic among the MZ generation. A SPAO representative said, "After setting up SSAK3 photo zones and experience spaces in stores, customer inflow and dwell time increased."

There is even a beauty company that directly planned and produced a variety show. Beauty platform Walla View jointly planned and produced the beauty variety show 'Walgadak Beauty' to attract a younger customer base. A Walla View representative said, "The aim is to attract young people who enjoy variety shows as users," adding, "In the fourth quarter, we plan to introduce new content with fun elements under the concept of 'An Unheard-of Campaign.'"