Coway 'Icon Water Purifier' Enters 29CM... "Targeting Millennials"

Building Consensus with English-Speaking Audiences through Online Presentations

Coway announced on the 18th that it will open an exclusive Coway brand shop on 29CM, the first rental product to be featured in an online select shop. Photo by Coway

[Asia Economy Reporter Kim Heeyoon] Coway announced on the 18th that it will open an exclusive Coway brand shop on the online select shop 29CM, marking the first rental product to do so.

The online select shop 29CM is a platform that combines media content and commerce. It is a shopping channel that conveys the value of brands and products through emotional content and various media.

In particular, 29CM was chosen to strengthen communication with the millennial generation, which has rapidly emerged as a major consumer group, as it has a solid fan base centered on the 2030 generation, a Coway official explained.

Along with the brand shop opening, Coway will conduct an online presentation (PT) of the new Icon water purifier in collaboration with 29CM. The 29CM PT is a channel that introduces brands and products through visual storytelling.

In the PT, Coway focused on integrating the Icon water purifier into the lifestyle of the millennial generation. Using a dedicated application, it depicted the daily life of newlyweds checking the water purifier and a mother easily sterilizing her baby's bottle with purified water, portraying a more convenient lifestyle enabled by the water purifier to increase empathy among millennials.

Shim Byunghee, head of Coway’s marketing office, said, "Through this entry into 29CM, Coway has come closer to trendy young target consumers," adding, "We plan to expand empathy and awareness of Coway through various marketing activities that can communicate with the younger generation in the future."

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