Hyungji I&C (CEO Choi Hyewon) announced on December 22 that its men's total innerwear brand 'YEZAC' is experiencing increased interest in popular items due to product placement (PPL) effects, which is leading to higher sales.
The KBS1TV daily drama "Mari and Her Eccentric Dads," which has been well received as a heartwarming family drama, recently featured an episode with 'YEZAC', drawing viewers' attention.
In the episode, the main character Mari (played by Ha Seungri) visits the YEZAC store at Lotte Department Store Jungdong Branch with her father Kang Minbo (played by Hwang Dongju). The scene shows Mari, who has received her first paycheck, having her father try on various men's knitwear items as she chooses a gift for him.
In this scene, after trying on several knitwear items, Kang Minbo ultimately chooses a pink knit sweater with a standout argyle jacquard pattern, following his daughter's selection. This naturally conveyed the message that middle-aged men can also stylishly wear pink, leaving a fresh impression on viewers.
The company stated that immediately after the episode aired, consumer inquiries about the same product surged not only at the YEZAC Lotte Department Store Jungdong Branch but also at stores nationwide, and actual sales rates have also been on the rise.
A YEZAC brand representative said, "The heartwarming father-daughter shopping scene in the drama coincided with the Christmas gift season, naturally driving sales and delivering a strong advertising effect. In addition, the pink knit sweater featured in this drama's product placement was previously introduced through an advertising campaign by brand ambassador Kim Changok, and we are seeing a shift in perception among middle-aged male consumers regarding pink knitwear."
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