Catch the 'Deunglini'... Outdoor Industry Model Competition Heats Up

[Asia Economy Reporter Seungjin Lee] The outdoor industry is targeting the MZ generation (Millennials + Generation Z). As the number of MZ generation members who call themselves 'deunglini' (hiking + children) has significantly increased due to the impact of COVID-19, the outdoor industry is launching campaigns featuring celebrities familiar to them as models.

According to the outdoor industry on the 13th, Black Yak has appointed singer and actress IU as its brand ambassador. Representing the MZ generation, IU will showcase hiking transformed into rest and play, as well as the functionality and style of products through various content. Alongside this, Black Yak has appointed Kai, a member of the idol group EXO, as the collection model for BCC, a lifestyle wear line inspired by climbing.

By selecting IU and Kai, who are popular among the MZ generation, as models, Black Yak expects to increase brand awareness among this demographic. In fact, the 'Black Yak Alpine Club' (BAC), the largest hiking community platform operated by Black Yak in Korea, currently has 200,000 members, with 80,000 joining just last year, more than half of whom are in their 20s and 30s.

As hiking, once considered a hobby mainly for middle-aged and older adults, has explosively grown among younger generations, the outdoor industry has entered a competition to recruit models familiar to the MZ generation.

Yongwon Outdoor's The North Face has appointed Kim Yohan of the boy group WEi, who is active as both a singer and actor, as the ambassador for 'The North Face White Label' 2021 spring/summer season. Together with Kim Yohan, The North Face White Label plans to showcase various eco-friendly fashion items that satisfy not only active styles but also the value consumption trends of the MZ generation, releasing diverse content ahead of the full launch of the 2021 spring/summer season.

K2 is placing high expectations this year as well, following the popularity of products featured in advertisements last year starring exclusive models Suzy and Park Seo-joon. K2 saw explosive sales last year, with main season shoe sales increasing by more than 50% compared to the previous year. This year, they are strengthening their lineup and expanding marketing investments. Following last year's introduction of 'Flyhike,' they are expanding the lineup with 'Flywalk' for young urban hikers and will release two separate TV commercials. The style and volume of shoes have also increased by more than 20% compared to total production last year.

M.K. Korea's Merrell released a pictorial with trending actor Song Kang for the 2021 spring/summer season, and eco-friendly outdoor brand Now appointed actors Kim Seon-ho and Moon Ga-young as exclusive models.

An industry insider said, "Purchases of products by young customers in their 20s and 30s have significantly increased," adding, "To make brand images more familiar to young customers, it is expected that models popular among the MZ generation will be featured."

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