[New Word Dictionary] Hidden Marketing - Sometimes You Have to Hide to Sell Well

Hidden marketing refers to a newly coined term for a promotional method that intentionally hides brands or signs and approaches customers. Illustration by Youngwoo Lee

[Asia Economy Reporter Kim Heeyoon] Scholars estimate that the first appearance of signboards in human history dates back to ancient Egypt and Greece. Merchants painted white paint on store walls and drew designs of products for sale, which is considered the origin of signboards. The history of signboards in Korea is presumed to be before the Three Kingdoms period, but records show that signboards existed during the Goryeo Dynasty, as noted in the Goryeodogyeong: “In the royal fortress, there were no separate rooms for the people... each door of the Nanggan had a hanging plaque (懸額).” The first recorded use of the term “signboard” can be found in an advertisement published in the March 31, 1909 issue of the Daehan Maeil Sinbo. “Advertising is essential for the first time in Korea. The most important thing in commerce is the signboard (此看板). Therefore, foreign merchants hung one, two, or three signboards on a single house. For this reason, I have established a signboard manufacturing shop at 7th alley, Jongno Fish Market, to advance commerce, and I am ready to supply fellow countrymen at a reasonable price whenever needed.” It is intriguing to imagine how much contemporary merchants were captivated by the signboard manufacturer’s emphasis on the importance of signboards.

Hidden marketing refers to a promotional method where brands or signboards are intentionally concealed to approach customers. Initially introduced to exclude the possibility of existing brands negatively affecting new businesses, it has recently been used as a means to deliberately hide brands and stimulate consumer curiosity. The Italian food brand “Fontana,” launched in 2003, is a brand of Sempio, a company famous for soy sauce, but it was promoted as a completely independent brand because the strong image of a Korean food company was judged not to help Fontana’s sales. Pulbasset by Maeil Dairies and Baekmidang by Namyang Dairy Products are also cited as representative cases that effectively utilized hidden marketing.

Example

A: Ah, whenever I drink this beer, it reminds me of the craft beer I had in Belgium.
B: What are you talking about? That was made in our country.
A: Huh? What do you mean? (Looking at the manufacturer) Wow... it was made in Korea?
B: Yes. These days, it’s part of hidden marketing where brands or manufacturers are intentionally concealed.
A: Who cares who makes it? As long as the taste and quality are guaranteed, that’s all that matters.

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