Limited Edition New Product 'Coca-Cola Zero Hallyu' Launch
Product Inspired by K-pop and Fandom Culture
Passion and Dedication Beyond Race and Language Connect with the Brand
Collaboration with JYP Entertainment Artists... Music Video Released
"K-pop is an unstoppable global phenomenon and a wave that shakes the world."
Kwon Jeong-hyun, Executive Director leading Coca-Cola brand marketing in South Korea and Japan, said on the 20th at the launch briefing for Coca-Cola's limited edition new product 'Coca-Cola Zero Hallyu (K-Wave)' held at the Fairmont Ambassador Seoul in Yeouido, Yeongdeungpo-gu, Seoul, "We have received many proposals from global leaders in charge of Coca-Cola to collaborate with K-pop."
Kwon Jeong-hyun, Executive Director leading Coca-Cola brand marketing in South Korea and Japan, is introducing the limited edition new product 'Coca-Cola Zero K-Wave' at the launch briefing held on the 20th at Fairmont Ambassador Seoul in Yeouido, Yeongdeungpo-gu, Seoul. [Photo by Coca-Cola]
Coca-Cola Zero Hallyu is a product inspired by K-pop and fandom culture, which currently exerts influence worldwide, in various aspects such as taste, aroma, design, and marketing elements. The new product 'fruity fantasy' captures the thrilling taste unique to Coca-Cola Zero and the excitement and special feeling fans experienced when they first fell for their 'choea' (favorite) K-pop artist.
Oana Vlad, Senior Director of Global Strategy at Coca-Cola, explained, "Global product developers studied Korean culture, food, scents, and flavors, and listened to K-pop music to embody Korea's dynamism and energy in the product, preparing for over a year." The product packaging prominently features the Korean 'Coca-Cola' logo written in Coca-Cola's unique Spencerian script on the front. Among Coca-Cola's new products with a 138-year history since its establishment in 1886, Coca-Cola Zero Hallyu is the first to feature a Hangul logo and be launched in the global market.
Executive Director Kwon said, "Last year, the number of K-pop-related streams worldwide increased by 42% year-on-year to 90.4 billion," adding, "Behind this enormous scale is a fandom culture that releases extraordinary energy." He continued, "K-pop fandom transcends race and language; fans learn Hangul to communicate, run advertisements on artists' birthdays, and engage in volunteer activities, showing unique dedication and passion. We judged that there is a connection point between such fandom and the 'magical experience' Coca-Cola pursues, which led to this collaboration."
Group ITZY is posing while introducing the product at the global launch event of Coca-Cola limited edition project product 'Zero K-Wave' held on the 20th at the Fairmont Ambassador Seoul Hotel in Yeouido, Seoul. [Image source=Yonhap News]
Previously, Coca-Cola has released limited edition products through the 'Coca-Cola Creations' innovation platform launched in 2022. Notable examples include 'Coca-Cola Zero Stardust,' which came from space, 'Coca-Cola Zero MARSHMELLO' created with the global artist Marshmello, 'Coca-Cola Zero Dreamworld' connecting reality and dream worlds, and 'Coca-Cola Zero Legend,' which captures the thrilling experience points of gaming.
On this day, along with the limited edition launch of 'Coca-Cola Zero Hallyu,' Coca-Cola also unveiled the music video for the title track 'Like Magic,' created with JYP Entertainment's representative producer and artist Park Jin-young, as well as JYP Entertainment artists Stray Kids, ITZY, and NMIXX. A K-pop concert, both online and offline, is also planned for June 2.
Executive Director Kwon emphasized, "Through collaboration with K-pop artists who have gained fame in the global market, we will highlight fans' special love for the artists and the cultural impact of K-pop, providing an innovative experience that can unite fans."
Meanwhile, Coca-Cola Zero Hallyu will be simultaneously launched on the global stage and sold in 36 countries including the United States, Japan, France, Germany, and Brazil. In South Korea, it will meet consumers at convenience stores and other retail outlets in limited quantities starting next month.
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