Hyungji I&C Sees Strong PPL Impact from KBS1 Daily Drama "Mari and the Unusual Dads"

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 the Unusual Dads," a heartwarming family series, recently featured an episode with 'YEZAC,' drawing attention from viewers.

In this 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 depicts daughter Mari, who has received her first paycheck, having her father try on various men's knitwear items as she selects a gift for him.

In the scene, father Kang Minbo tries on several knitwear items and ultimately chooses a pink knit with a distinctive argyle jacquard pattern, based on his daughter's choice. This naturally conveyed the message that even middle-aged men can stylishly wear pink, leaving a fresh impression on viewers.

According to the company, immediately after the episode aired, there was a surge in customer inquiries about the same product not only at the YEZAC Lotte Department Store Jungdong branch but also at stores nationwide, and actual sales have also shown an upward trend.

A representative from the YEZAC brand stated, "The heartwarming father-daughter shopping scene in the drama coincided with the Christmas gift season, naturally leading to increased sales and delivering significant advertising effects. In addition, the pink knitwear featured in this drama's PPL had previously been introduced through an advertising campaign by our brand ambassador Kim Changok, and we are now observing a shift in perception toward pink knitwear among middle-aged male consumers."