Korean celebrities are some of the most influential marketing partners in the world today. Their influence extends far beyond entertainment, shaping trends in fashion, beauty, and lifestyle. In fact, 18.6% of internet users aged 16 to 64 in South Korea follow actors, comedians, and performers on social media, a clear indicator of their pervasive impact.
This unparalleled reach and fan loyalty make Korean celebrities ideal ambassadors for brands looking to engage both local and global audiences. Whether through heartfelt storytelling or their aspirational lifestyles, these stars have become invaluable to marketing campaigns that aim to resonate and inspire.
In this article, we explore the top seven brand collaborations with Korean celebrities in 2024, showcasing how these partnerships have captivated audiences and redefined marketing strategies globally.
Top 7 Korean Celebrity and Brand Partnerships ⬇️
1. Tesla Korea x Kim Ye-ji
Kim Ye-ji, a sports sensation turned star, has seamlessly transitioned into the world of brand endorsements. After Tesla CEO Elon Musk's viral praise of her composure during the high-stakes olympics, Kim became Tesla Korea's first brand ambassador. This partnership leverages Kim’s fearless persona, perfectly aligning with Tesla's innovative and boundary-pushing ethos. Beyond her fame for her shooting skills, Kim’s role as an assassin in the short-form K-drama Crush further solidified her status as a famous Korean actress to watch.
Her ability to embody resilience and precision makes her an ideal representative of Tesla’s cutting-edge technology and vision for the future. By partnering with a rising star like Kim, Tesla Korea connects with audiences who admire both innovation and cultural relevance.
2. Starbucks x BLACKPINK
The Starbucks collaboration with global phenomenon BLACKPINK brought fans an immersive, unforgettable experience. By infusing bold black and pink aesthetics into its stores across nine markets, Starbucks caught the attention of both coffee lovers and K-pop fans. From exclusive BLACKPINK-inspired Frappuccinos to limited-edition merchandise, this campaign fueled excitement and FOMO among BLINKs. Starbucks used a multi-channel approach, including in-store activations and exclusive perks via their Rewards program.
This partnership also showcased how Starbucks tailors its campaigns to align with consumer preferences. For example, fans experienced in-store BLACKPINK music playlists. By tapping into the booming K-pop culture, Starbucks has strengthened its brand identity and proved its commitment to staying relevant in global trends.
3. Bank Mandiri x Park Seo Jun and Kim You Jung
Bank Mandiri tapped into the global appeal of K-drama with its campaign featuring famous Korean actor Park Seo Jun and actress Kim You Jung. The commercial, inspired by the storytelling of Korean dramas, portrayed daily routines transformed into exciting journeys with the right companion—Bank Mandiri’s products. The campaign also introduced limited-edition merchandise featuring the two stars, making waves among Indonesian fans of K-drama. Park Seo Jun and Kim You Jung’s natural chemistry on-screen made the campaign highly appealing.
4. ANDAASH x aespa
K-pop girl group aespa teamed up with ANDAASH to release a chic collection of AirPods cases. Each design reflected the group’s iconic metallic aesthetic, with cases inspired by the unique symbols of Karina, Winter, Giselle, and Ningning. The collaboration resonated strongly with female fans, many of whom viewed the cases as trendy must-haves.
ANDAASH not only captured aespa’s unique identity but also tapped into the growing demand for fashionable tech accessories. The launch garnered significant attention, with fans praising the designs for perfectly blending aespa’s futuristic image with practicality. Even non-aespa fans found the products appealing, highlighting the wide reach of such innovative collaborations.
5. Coach x Youngji Lee
Youngji Lee, a rising rapper and reality TV champion, became Coach’s first Korean ambassador in 2024. The "Find Your Courage" campaign, featuring Youngji, celebrated individuality through a virtual journey. Coach introduced a refreshed line of accessories, including the iconic Tabby Shoulder Bag, symbolizing self-expression and courage.
The campaign’s vivid storytelling, blending physical products with a digital persona, created a sense of discovery and empowerment. Youngji’s involvement emphasized the importance of being unapologetically authentic, inspiring younger audiences to embrace their own colorful paths.
6. TUMI x Son Heung Min
Son Heung Min, a football legend, and global ambassador for TUMI brought depth to the brand’s latest campaign. Shot at Tottenham Hotspur Stadium, the campaign told Son’s journey, showing moments of triumph and soul-searching. TUMI’s resilient, high-performing bags mirrored Son’s dedication to excellence, making them indispensable companions for both travel and daily life.
The campaign film masterfully intertwined Son’s professional life with TUMI’s brand values of reliability and innovation. Fans resonated with the storytelling that highlighted Son’s highs and lows, proving that success is a journey supported by the right tools.
7. Coca-Cola x NewJeans
NewJeans and Coca-Cola Korea’s collaboration broke records with a music video produced under Coke Studio, amassing over 15 million views within days. The jingle’s success extended to the top of Genie Music charts, while Coca-Cola Zero sales spiked across convenience stores. By minimizing overt branding, Coca-Cola allowed NewJeans’ fresh energy to take center stage, resonating with younger audiences.
The campaign also included clever Easter eggs, such as the bus numbered 0722, symbolizing NewJeans’ debut date. This detail-oriented approach enhanced fan engagement, turning a commercial into a shared cultural moment. Coca-Cola’s ability to blend storytelling with subtle branding ensures its campaigns remain impactful and memorable.
Conclusion
These seven partnerships exemplify the magnetic pull of Korean celebrities in global marketing. Whether it’s the charm of a famous Korean actor, the charisma of a K-pop group, or the allure of a Korean drama celebrity, their ability to captivate audiences is unmatched. By seamlessly integrating cultural relevance and innovative marketing strategies, these collaborations have elevated both the brands and the celebrities involved. As we move forward, it’s clear that partnerships with Korean stars will continue to shape the global marketing landscape, reinforcing Korea’s influence as a cultural and commercial powerhouse.
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Frequently Asked Questions
Why are Korean celebrities so influential in global marketing campaigns?
Korean celebrities have gained immense popularity worldwide due to the global reach of K-pop, Korean dramas (K-dramas), and films. Their authentic storytelling and relatability make them ideal for connecting with diverse audiences. Many brands leverage their influence to reach not only local but also international consumers who admire famous Korean actors, actresses, and idols.