Do You Know Samsung Fire & Marine's YouTuber 'Bojangwang' Targeting 'B-Class Sentiment'?

Senior Jeong Yungyo and Manager Jeong Pilyong from Customer Service Part

'Samhwa Banjeom', an Insurance Story Delivered Within 4 Minutes

[Asia Economy Reporter Oh Hyung-gil] A YouTuber appears who calls himself the "Bojang King," dressed in a bright red zip-up jacket like a royal robe and wearing a fake beard costing 2,000 won. The Bojang King appears with a casually dressed host and invites one guest, rambling off-topic throughout the video.

In an era flooded with YouTubers surpassing terrestrial broadcasters in quality, the creator of this ultra-low-budget promotional video is none other than Samsung Fire & Marine Insurance, the largest non-life insurance company in Korea. On the 19th of this month, we met with Senior Customer Service Part member Jeong Yoon-gyo, who has taken over the company’s official YouTube channel at will, and Jeong Pil-yong, who plays the Bojang King.

Jeong Pil-yong recalled, "I wanted to use the nickname 'Samhwa,' which is a shortened form of the company’s name. One day, I suddenly craved jajangmyeon and had a flash of inspiration to combine it with 'banjeom' (Chinese restaurant). The concept was to quickly deliver Samsung Fire & Marine Insurance’s story."

The YouTube title is "Samsung Fire & Marine Insurance Story Delivered in 4 Minutes. Samhwa Banjeom." Modeled after the "Visible Radio" format, Senior Jeong Yoon-gyo hosts, and Jeong Pil-yong as the Bojang King asks the guest questions. Jeong explained, "The Bojang King has a double meaning. We deliberately created a royal character to ask candid questions from the customer’s perspective, and we also hoped Samsung Fire & Marine Insurance would be recognized as the 'Bojang King' by customers."

All videos are filmed using two smartphones operated by the two cast members. The gimbal and microphone used to stabilize the smartphones are Senior Jeong’s personal equipment. From planning and casting to editing completion, it takes only two weeks.

Both hosts currently belong to the Customer Service Part, a customer-facing service department newly established in December last year, responsible for AnyPoint and additional services, as well as customer marketing communications. Samhwa Banjeom was introduced as an idea born from pondering "how to approach various potential and prospective customers starting from existing customers."

Senior Jeong said, "The role of Samhwa Banjeom is to plant the seed of Samsung Fire & Marine Insurance in customers’ minds. We want people who encounter Samhwa Banjeom to think of Samsung Fire & Marine Insurance when they need insurance. To achieve this, we try to reflect trends such as 'B-grade sensibility' and 'Millennial generation codes' and edit the content to be easy and fun to consume."

They aspire to make it a channel that introduces Samsung Fire & Marine Insurance’s products, services, and corporate culture. They are also planning projects that contribute to promoting the company through sincere appearances of employees sharing their interests and concerns. Jeong Pil-yong stated, "We will honestly portray the company’s story created by ordinary people no different from customers."

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