Samhwa Paint, "Being a paint company was actually a feint"

'Twotone Live' Video Featuring Singer Bibi Gains Attention, Netizens Praise Nonstop

A scene from Samhwa Paint's 'Two-Tone Live' video where singer BIBI explains the colors of the month, Deep Night Sky Blue and Snow White, live.
[Photo by YouTube video capture]

[Asia Economy Reporter Kim Jong-hwa] Recently, domestic paint companies have been attempting to transform their image by communicating with the MZ generation on YouTube, and Samhwa Paint's unique promotional video 'Two tone Live' has become a hot topic among netizens.

Celebrating its 75th anniversary this year, Samhwa Paint released a distinctive concept video on its official YouTube channel on the 4th, featuring musician 'BIBI' performing live to showcase paint colors. Unlike typical musician live performances, this live show presents two different colors to convey distinct concepts, creating a great impact and achieving tremendous success.

After the first episode of Two tone Live was released, the video recorded over 50,000 views within just four days. Netizens responded enthusiastically with comments such as "I thought a paint company was a feint... Is this a planning company?", "Is this the Samhwa paint company I know? What kind of planning is this? Immediate praise! It makes me look forward to their paint products even more."

With the surge in interior design interest due to staying at home, public attention to paint has increased, but it remains a product that feels distant to general consumers. This is where Samhwa Paint's challenge began. While Samhwa Paint is already a well-known brand among B2B paint customers, efforts to enter the B2C market have continued. There was internal consensus that the future cannot be bright if the next generation does not know the company, so the MZ generation must become familiar with Samhwa Paint.

A scene where singer BIBI explains Samhwa Paint's Color of the Month.
[Photo by YouTube screen capture]

The conclusion was to strengthen YouTube. To enhance communication with the MZ generation, the direction of YouTube content production was drastically revised. The channel name was changed to 'Samhwa TV,' and various contents such as 'music, entertainment, and current affairs/culture' were organized and prepared, reminiscent of a TV broadcasting station.

Two tone Live was planned to evoke a music broadcast, while 'Ddingdong! Paint Delivery Has Arrived' was produced as a concept variety show featuring celebrity Yoo Jae-hwan, where a paint beginner (meaning a novice in paint) learns about paint.

These contents are unique in that, rather than unilaterally generating paint stories for consumers unfamiliar with paint, they aim for two-way communication that sparks curiosity about the company and content, allowing viewers to feel the advantages Samhwa Paint holds. In fact, comments on Samhwa Paint's YouTube channel show the operator directly replying to comments, demonstrating active communication with consumers.

A Samhwa Paint official said, "With more time spent at home due to COVID-19, interest in interior design has increased, and we are making various attempts to make paint more familiar and accessible," adding, "We hope this will bring vitality to the confined home life."

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