How BTS Have Created New Meaning to Brand Endorsing and Economic Influence
Whenever Korea pops up in a conversation so does BTS. Though a few years ago this would’ve been different, since the group’s breakout in 2015, now BTS is everywhere!
From taking the Kpop culture and music to the world, it wouldn’t be wrong to say that BTS has literally brought Korea to a whole new level in the global stage. In fact, now it would only sound strange if you say you haven’t heard of them. Whether you are a Kpop lover or not, BTS is a group you have to know!
However, despite the international popularity BTS has received, they have always been true to their roots. From the music videos they release to the fashion they sport, they have constantly been on the front of promoting the Korean culture, language and every other aspect of their motherland. If you’ve watched Daechwita by Agust D / BTS Suga, this fact is only clearer.
The video captures the ancient history of the country, the general lifestyle back in the day and many more. It is a clear representation of the Joseon times and tells stories even in the smallest details like the scar on his face.
BTS has also been positively influencing many small brands and unknown artists in Korea with unique senses of style and purposes, in their creations.
For starters, the handmade bracelets that the members wear, from the brand CCNMADE donate their profits towards helping dogs and cats in need and children suffering from heart diseases. While the BTS Run episode with florist Isaac sent out his message of breaking stereotypes in the floral industry.
Because of this and many other reasons, the restaurants they dine at, the stores they visit and the locations they film at have all been receiving loads of orders and boosting tourism. With ARMY’s rushing, to get their hands on even something as small as a brooch or something mundane as a fabric softener or a modern hanbok that isn’t easy to pull off, it is no doubt that BTS are brand ambassadors of the decade!
For small businesses that reach this spotlight because of the group’s intentional or unintentional endorsements, business reaches a whole other level. Orders swoon in from every part of the country locally and if international shipping is available, this takes a much greater turn. This has also become a selling point for many of these small businesses in reaching out to the market.
“I was on the brink of giving up. I decided this year would be my last push. The three stores I opened would be my final effort and if that doesn’t work, then that would be the end,”, said Choi Chang Nam, founder of CCNMADE in an interview with Arirang. Her business had been struggling for 3 years before its popularity today.
Entrepreneurs have been recognized as the drivers of an economy. The more the entrepreneurs do well in their business, the more the country does well. That is why this unintentional partnership of BTS with small brands is recognized as a great step towards boosting the entire Korean economy.
On the other hand, some of the more publicly announced partnerships of BTS with large Korean brands are creating rippling effects in brand value and its Korean origin. Hyundai, Lotte Duty Free, Line Friends, FILA, Mediheal and I Seoul U, are a few of the many brands that have received even more success after the group’s partnership. Due to this, the brands themselves also work towards creating a meaningful partnership with BTS.
Recently Lotte Chilsung released commercials for new flavors of their drink with BTS, in commemoration of their 70th anniversary. The endorsement was just as meaningful for the 7 member idol group as they are celebrating their 7th anniversary since debut this year.
Samsung who signed up with BTS as brand ambassadors for the S20 series early on this year released a new limited edition version of the smartphone. With the theme of ‘Find Your Purple’, the smartphone was designed in the shade of purple and released on the 9th of July. While the colour purple holds a deep meaning to the group and the ARMYs, 9th of July signifies the day when the fandom was named.
