Will the 'BTS Jin' Effect Work? Ottogi Launches Jin Ramen Global Campaign
Package Design Renewal Begins Next Month
Ottogi announced on the 27th that it has selected BTS Jin as the global model for Jin Ramen and will conduct a global campaign.
Starting next month, Ottogi plans to expand its market presence through global marketing linked to the renewal of Jin Ramen's global package design. The global campaign will launch worldwide beginning with a video, and activities will increase, including the release of container and cup products featuring BTS Jin's portrait. Jin Ramen, exported not only domestically but also to various countries and regions such as the United States, Canada, China, Vietnam, and Indonesia, will bear Jin's image.
Seal stickers featuring BTS Jin's handwritten notes and 'Utteo,' a character personally developed by Jin to commemorate the release of BTS Jin's first solo single 'The Astronaut' in 2022, will also be included in Jin Ramen multi-products. There are a total of 12 types. One of the 12 types will be included in domestic products as a limited quantity, while one of four types featuring Jin's portrait will be included in export multi-packs.
An Ottogi representative said, "Through the Jin Ramen global campaign, we aim to strengthen communication with overseas consumers more actively," adding, "We ask for your great interest in the campaign starting with global artist BTS Jin and the new packaging."
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Meanwhile, attention is focused on whether Ottogi's BTS marketing can follow the example of Samyang Foods. Samyang Foods' Buldak Bokkeum Myun, which became a huge hit overseas, is said to have benefited significantly from BTS's involvement in its initial success. BTS Jimin's appearance eating Buldak Bokkeum Myun during a social media (SNS) live broadcast sparked the spread of the 'Global Buldak Challenge.' Kim Jung-soo, Vice Chairman of Samyang Round Square, mentioned Jimin specifically in a broadcast, saying, "We saw a remarkable advertising effect."
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