[Correspondent Diary] New Year's Celebrations in New York Also Show the 'Korean Wave'

Kia Motors Draws Attention with New Year's Countdown Event

[Asia Economy New York=Correspondent Baek Jong-min] Times Square in New York City is a representative venue for the global New Year's celebration. Every year, hundreds of thousands of people fill the streets to watch the spectacular large crystal ball drop during the New Year's countdown.

This year's New Year's Eve event at New York Times Square could only be viewed through TV broadcasts. The clock featuring the Kia logo was also broadcast worldwide. (YouTube capture)

The scene at midnight on January 1, 2021, was different. Due to COVID-19 prevention measures, this year's New Year's celebration was held under strict control. Only a few dozen pre-approved medical staff families watched the 'Ball Drop' event where the crystal ball descended.

Since it was impossible to see the Ball Drop in person, those who could not be at Times Square turned their eyes to the TV.

On the clock marking midnight on TV, the Kia Motors logo and the image of the new Sorento vehicle were clearly displayed. It was both welcome and surprising. A Korean company sponsored the countdown of the Times Square New Year's event, which attracts the attention of people worldwide.

Last year, German Volkswagen was the sponsor, and Japanese Toshiba had long prided itself on sponsorship. Now, that position has passed to a Korean company.

As Korea's economy grows and the status of Korean companies rises, Samsung Electronics and LG Electronics have large-scale billboards operating year-round in Times Square, but sponsoring the Ball Drop event is another challenge.

Koreans have occasionally appeared at the Times Square New Year's event in the past. In 2012, singer Psy took the stage at this event, riding the huge success of "Gangnam Style." Last year, K-pop group BTS took the stage and led a Korean sing-along. In 2017, then UN Secretary-General Ban Ki-moon appeared on stage and pressed the New Year's countdown button.

Although the New Year's event has ended, Kia Motors' advertisement still lights up Times Square. (Photo by Baek Jong-min)

This time, a company played a 'scene-stealer' supporting role in the event. Companies must pay a large fee to participate in this event. Kia Motors had an opportunity to launch aggressive marketing with the release of the new model of the Sorento SUV, which has long been popular in the U.S.

Kia Motors America said about this marketing, "We are honored to host those fighting COVID-19 at the Times Square New Year's event and express our gratitude." They explained the intention was to remember the 'heroes' on the front lines of COVID-19 rather than focusing on vehicle sales and promotion.

Both Korean expatriates and businesspeople in New York were surprised by this event. On Reddit, a leading U.S. online forum, posts comparing Kia's countdown clock with those of other companies appeared. Some Reddit users seriously discussed whether Kia's marketing attempt would lead to vehicle sales.

Despite the COVID-19 crisis, Korean companies operating in the U.S. have achieved great results. It is hoped that they will work even harder this year and achieve good results so that Korean companies can continue sponsoring the Ball Drop event next year and beyond.