[Distribution Hot People] "B-class Sensibility Binggeureuseu, Resonated with Both MZ Generation and Older Generations"

Interview with Joshua, Deputy Head of Binggrae Media Strategy Team, Creator of Binggraeus
"Corporate Brand Communication Must Follow Consumer Trends"
Due to Hot Popularity, Binggraeus MD Products to Launch in Second Half of the Year

Joshua, Deputy Manager of Binggrae Media Strategy Team

[Asia Economy Reporter Choi Saehye] "Hello? Is this the right way to post? I am taking a walk. What are my Instagram friends up to?"

These are the words spoken by a red-haired cartoon character who first appeared on Binggrae's Instagram last February, accompanied by hashtags like #NoMakeup #Selfie #DailyLife. This protagonist, who looks like a prince from a romance comic, is named Binggraeus the Mashis (Delicious). He said that managing Binggrae's official Instagram account is his job. However, looking at recent posts, most of his time is spent showcasing his handsome face rather than promoting products. Netizens find it absurd yet praise his looks and find his way of speaking cute. The number of people visiting Binggrae's Instagram to see Binggraeus has surged. Binggrae's B-grade sensibility marketing has truly resonated with netizens.

The department behind the creation of Binggraeus is the Media Strategy Team. We met with Deputy Manager Joshua Cho, who has been in charge of online marketing and new media marketing at Binggrae since 2003, to hear the backstory of Binggraeus's birth. Pursuing diversity rather than binary thinking, he stated, "I thought that the way companies communicate their brands also needs to change to meet the new demands of consumers."

He explained that they avoided traditional corporate advertising that simply conveys the company's mission or news, and instead focused on eliciting empathy and participation from customers, targeting the digital-native MZ generation (Millennials + Generation Z) with Binggraeus. The Media Strategy Team defines Binggraeus as a 'speaker' with a clear worldview. He has a name and art style that can be accepted without resistance not only by the MZ generation but also by older generations.

Binggrae's Instagram account has an impressive 149,000 followers. It is the only food manufacturing company with over 100,000 followers, and this year alone, the number of subscribers has increased by more than 50,000 compared to the previous year, showing the account's popularity. However, Deputy Manager Cho analyzed that the success of online marketing efforts like Binggraeus was not simply because the channel had many subscribers, but because there were 'active users' who left comments and actively shared their opinions.

The successful launch of Binggraeus also served as a great morale booster within Binggrae. Many congratulations and support were exchanged, and understanding of the marketing campaign increased, making cooperation much smoother.

In the second half of the year, Binggraeus MD products will also be released. There have been numerous requests to create merchandise. The emoticons that were distributed for free as a token of appreciation also gained great popularity, and there were even requests for sales.

Deputy Manager Cho said, "With many people spending more time at home due to the novel coronavirus (COVID-19), we are planning to develop items related to daily necessities," adding, "A portion of the sales proceeds will be used to help those going through difficult times."

However, they do not plan to proceed with official character production or licensing business. Deputy Manager Cho hinted, "However, if deemed necessary for marketing activities, we may temporarily proceed with licensing contracts."

Deputy Manager Cho smiled and said, "During these difficult times, I hope many people laugh and gain strength with Binggraeus. Along with CSR activities such as supporting independence activists and vulnerable groups conducted by Binggrae, we will repay our customers with joyful empathy and laughter through digital content."