'Gukminnaebok' Ssangbangwool, Capturing the Young Generation... SNS Followers Double Surge

[Asia Economy Reporter Yujin Cho] Ssangbangwool, a national underwear company famous for red thermal underwear, men's white cotton briefs, and actor Lee Deok-hwa's Try TV commercial, has embarked on an image transformation. The new retro (a reinterpretation of vintage style) trend has made the sentiment of national underwear resonate with the 2030 generation.

According to Ssangbangwool on the 17th, the 'Thermal Underwear (福) Dream' event, held in collaboration with Korean PR expert Professor Seo Kyung-duk since the 8th via their official Instagram, is receiving great response. The event, which offers 1,000 free thermal underwear pieces, attracted over 1,000 followers within a day of its launch, and the total number of followers more than doubled in two days. The follower count, which had been stagnant around 1,200, has now surpassed 2,800. Comments expressing interest in participating in the event have surged, reaching around 1,400.

It is also encouraging that the event is gaining popularity among young people rather than middle-aged and older generations reminiscing about the past. Inside and outside the company, it is seen as a successful appeal of the new retro sentiment of national underwear. A Ssangbangwool official said, "Among the new followers and commenters, many were young people in their 20s and 30s," adding, "The warm sentiment of national underwear seems to have moved the younger generation."

Although it is a brand favored by the mom and dad generation, the 2030 millennial generation, who had not experienced the analog sentiment of the pre-1990s era, found freshness in it, leading to participation in the event. Ssangbangwool stated, "We plan to strengthen various digital marketing efforts to promote the brand to the 2030 generation in the future."

This event by Ssangbangwool was realized through a partnership with Korean PR expert Professor Seo Kyung-duk. Professor Seo plans to personally deliver Ssangbangwool's heat-up thermal underwear to three participants who leave 'meaningful' comments just before the Lunar New Year holiday. Professor Seo joined the event without receiving any modeling fees, motivated by goodwill to 'use a native brand' and 'create a warm Korea.'

The heat-up thermal underwear product released by Ssangbangwool Try is a steady seller accounting for half of Ssangbangwool's total sales. Since launching Try in 1987, Ssangbangwool introduced thermal underwear made of 140-count and 160-count cotton, which had never been seen before, and although production has now ceased, they were the first in the world to market 200-count and 210-count thermal underwear. The nostalgic men's white cotton briefs and women's red thermal underwear, known as grandmother's thermal underwear, are still in production.

This content was produced with the assistance of AI translation services.