'Labang' Also a Hit... Park Seong-ho's 'MZ Targeting' Works Again

Hana Bank 'HanaHap' Live Broadcast
125K Views, 22K Messages
Average 1346% Increase in Sign-ups and Usage
Active 'MZ Gonggiri' Targeting with Various Events

[Asia Economy Reporter Kiho Sung] Park Seong-ho, CEO of Hana Bank, is seeing results from various strategies targeting the MZ generation (Millennials + Generation Z). In particular, he is increasingly engaging in more sophisticated communication by unveiling customized projects that combine his expertise in digital transformation (DT) and investment. This approach has raised accessibility to the 2030 youth, who are highly interested in investment to the extent that new terms like ‘Youngkkeul’ (pulling together all resources) and ‘Debt Investment’ have emerged, laying the groundwork for future strategies.

According to the financial sector on the 14th, Hana Bank conducted a live broadcast called ‘HanaHap’ on its own YouTube channel ‘HanaTV’ on the 12th to promote its personal credit information management business (MyData service). The broadcast recorded 125,000 views, with a peak of about 3,000 simultaneous viewers and approximately 22,000 chat messages during the live session, generating a strong response.

The live broadcasts by Hana Bank are part of the DT initiatives that CEO Park has consistently emphasized since his inauguration. Three months after Park took office, in June last year, Hana Bank launched the first-ever ‘Live Commerce Task Force (TF)’ in the banking sector, linking finance with live commerce. Since July last year, this team has been broadcasting various content monthly, starting with the mobile foreign currency exchange and storage service ‘Exchange Wallet.’ Notably, they have partnered with specialized commerce platforms such as Lotte On and 11st to expand platforms and users. The ‘Investment Marvel’ live broadcast held on NS Home Shopping in December last year attracted about 92,500 viewers. To date, a total of seven live broadcasts have amassed 920,000 viewers.

The achievements are as remarkable as the viewership. According to Hana Bank, the number of sign-ups and usage for each service increased by an average of 1,346% before and after the live broadcasts. For example, ‘Investment Marvel’ saw sign-ups jump from 165 to 1,660, about a tenfold increase, while the ‘iBuja App’ and ‘Exchange Wallet’ increased by 600% and 136%, respectively, compared to the same time the day before the broadcast.

CEO Park’s targeting of the MZ generation is not new. With the advent of the Fourth Industrial Revolution and the entry of big tech into finance, a new ecosystem centered on platforms has been established, prompting a focus on exploring new avenues through non-financial collaborations. Especially, Park, who previously served as CEO of Hana Financial TI, successfully led the construction of the group’s integrated data center and the IT integration of Hana Bank and Korea Exchange Bank, proving his digital expertise, which is prominently reflected in his current initiatives.

The first private-sector partnership ceremony held by CEO Park after his inauguration was also with a non-financial IT company. After signing a business agreement with the game specialist company Netmarble in May last year, ‘Investment Marvel’ was launched just five months later. In December this year, Hana Bank held the ‘Hana Bank-T1 Family 4 Festival’ event together with ‘SKT CS T1,’ the team of the esports superstar pro gamer ‘Faker.’ The ‘Faker Gold Card’ check card, released in June this year, sold out its limited edition of 1,000 cards within four hours amid explosive interest from the MZ generation.

Hana Bank plans to continue strengthening communication with the MZ generation through live broadcasts and other means. A Hana Bank official stated, “Most viewers have given feedback that it is fresh and innovative for a bank to conduct live broadcasts,” adding, “We plan to continuously collaborate with the commerce industry through various positive content and also produce broadcasts tailored to each generation, not just the MZ generation.”

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