"BTS Jabara" Model Effect Worth '56 Trillion'... BTS Drinking Cider

Injecting Vitality into Stagnation with BTS Model Strategy
Strong BTS Model Impact on Fila, Lemona, Bodyfriend, and More

[Asia Economy Reporter Lee Seon-ae] The distribution industry is fervently sending love calls to catch BTS. This is based on the judgment that BTS can revitalize the distribution industry, which has been stagnant due to the COVID-19 pandemic. After fierce competition, the winner is Lotte Chilsung Beverage.

According to industry sources on the 16th, Lotte Chilsung Beverage has selected BTS as the model for Chilsung Cider. Celebrating its 70th anniversary this year as Korea's first carbonated beverage, Chilsung Cider plans to carry out marketing activities for one year featuring BTS as the new face, delivering a clear and refreshing sensation.

The first teaser video featuring BTS as the model will be released at 7:07 PM on the same day on Lotte Chilsung Beverage’s official social network service (SNS) channels. The video symbolizes the 7 stars representing the 70th anniversary of Chilsung Cider and the new meeting of the 7 BTS members celebrating their 7th debut anniversary.

The video will maximize anticipation and curiosity by showcasing the sizzle scenes that highlight the unique refreshing sensation of Chilsung Cider along with the appearance of BTS, the new face of Chilsung Cider.

Through teaser and main advertisements featuring BTS, Lotte Chilsung Beverage plans to promote new Chilsung Cider products with flavors of green tangerine and peach, introduced for the first time in 70 years.

A representative from Lotte Chilsung Beverage said, "BTS, who have grown into the world’s top artists with outstanding skills, sincere communication, and a unique worldview, will breathe new life into the brand image of Chilsung Cider, which has delivered a refreshing sensation to consumers for 70 years. We expect that the new Chilsung Cider products, green tangerine and peach, launched with BTS, will bring a fresh breeze to the carbonated beverage market."

The distribution industry is paying attention to the model effect of BTS. The Hyundai Research Institute forecasted that BTS will generate a total economic effect of 56 trillion won over 10 years (2014?2023), with a production inducement effect of about 41.86 trillion won and a value-added inducement effect of about 14.3 trillion won.

Currently, products featuring BTS as advertising models are experiencing consecutive hits. Casual brand System and System Homme of Handsome are thrilled by the overwhelming inquiries following the announcement of a collaboration collection with BTS. The collaboration collection, themed on BTS’s representative song "Blood Sweat & Tears," consists of 20 clothing items including T-shirts, shirts, and dresses, as well as 5 accessories such as hats and socks, and will be officially released on the 27th. Although the products have not yet been released, the teaser video posted on the System Twitter account soared to 373,000 views within two days of the collection announcement. This is the first time a teaser ad has recorded hundreds of thousands of views, with many inquiries coming directly from overseas.

Bodyfriend, a massage chair brand, saw a 38% increase in sales from last year during the period from the 15th of last month to the 12th of this month after the release of the "BTS in Bodyfriend" advertisement featuring BTS. Especially during the holiday period from the 30th of last month to the 5th of this month, sales jumped by 46% due to the combined effect of "revenge consumption" sentiment.

The "BTS Lemona Package," which began sales on November 20 last year, sold out its initial stock within one hour in pharmacy distribution and also sold out after entering the US e-commerce platform Amazon and China’s Taobao. Thanks to its popularity, Kyungnam Pharmaceutical achieved sales of 44.8 billion won in 2019. Hana Financial Investment predicted that Lemona’s sales will exceed 45 billion won this year due to BTS’s modeling.

Fila, which signed a global advertising contract with BTS in October last year, is also seeing significant effects. Inspired by BTS’s usual communication with fans on Twitter, Fila created its official Twitter account for the first time in December last year after signing the contract, and currently has nearly 300,000 followers. Fila reported that it has achieved considerable success in globally promoting the brand and building a positive image.

L&P Cosmetic’s skincare brand Mediheal also benefited from BTS’s model effect. The limited edition mask pack collaborated on last year sold out in about three hours. The second collaboration product in October, "Mediheal Tea Tree Care Solution Essential Mask EX BTS Edition," sold out in eight minutes, causing a frenzy.

An industry insider said, "BTS is injecting vitality into the overall industry that has been stagnant due to COVID-19," adding, "Companies or brands aiming for overseas expansion by leveraging BTS’s global popularity are actively pushing for globalization."

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