SOUTH KOREA. Lotte Duty Free is continuing its strategy of “˜Korean Wave’ (hallyu) marketing in its latest YouTube campaign, featuring famous names from Korean pop culture.
The retailer has become adept at capitalising on the phenomenon of hallyu – the popularity of Korean music and film across China and Southeast Asia – notably through its Star Avenue at Incheon International Airport, as well as through its marketing campaigns.
Among the line-up of stars featured in the latest campaign are K-pop band 2PM – filmed exploring Europe, China, Japan and Southeast Asia – as well asactor-singers Jang Keun Suk and Kim Hyun Joong, actors Song Seung Hun, Choi Ji-woo and Hyun Bin, pop group Super Junior, boy band CHOSHINSUNG, and Taiwanese actress Lin Chin Ling.
The campaign video will be preceded by interviews and online clips of 2PM members discussing the video, with the actual video campaign due to be launched in August on YouTube.
 |
K-pop band 2PM are among Korean stars helping Lotte capitalise on the ‘Korean Wave’ |
