Promoting Korean Products Through Hallyu Dramas and Variety Shows... Four Government Ministries Join Forces

Craftwork 'Seon-ui Heureum' by writer Jo Sin-hyun, promoted through the drama 'Link: Eat, Love, Kill' broadcast

[Asia Economy Reporter Seomideum] The Ministry of Culture, Sports and Tourism, together with the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, and the Ministry of SMEs and Startups, has selected 40 consumer goods products to participate in the ‘2022 K-Brand Hallyu Marketing Support Project’ and will actively support the overseas expansion of related industries.

This project, launched for the first time this year, focuses on supporting collaborative marketing such as product placement for overseas distribution channels. While the economic ripple effect of Hallyu is significant, small and medium enterprises face difficulties in marketing using Hallyu due to lack of information and costs.

The Ministry of Culture, Sports and Tourism, as the lead ministry, supports product placement by linking Hallyu content such as dramas and entertainment shows with consumer goods products, while cooperating ministries including the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, and the Ministry of SMEs and Startups assist in overseas promotions and online and offline advertising to help convert advertising effects into actual purchases.

The products selected this year include ▲10 cultural content products such as characters, publishing, and crafts ▲10 agricultural and food products such as kimchi, Makgeolli, ginseng, and fermented sauces ▲10 marine food products such as gim (seaweed), fish cake, and abalone ▲and 10 products awarded the national representative SME joint brand ‘Brand K’ in cosmetics, kitchenware, daily necessities, and home appliances, totaling 40 products.

The selected products will be delivered to consumers worldwide through dramas and entertainment shows. Starting with the tvN drama ‘Link: Eat, Love, Kill’ broadcast on the 26th, they will be sequentially revealed. In the drama ‘Link,’ the craftwork ‘Seon-ui Heureum’ by writer Jo Shinhyun was showcased.

A policy official from the Ministry of Culture, Sports and Tourism stated, “This project is significant in that it pursues a synergistic effect through inter-ministerial cooperation, moving away from the segmented support methods by industry.” He added, “We will continue to utilize the pan-government cooperation system such as the Hallyu Cooperation Committee to lay the foundation for spreading the Hallyu wave to related industries.”

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