Food, Agriculture, Fisheries, and Beauty Industries Expand into Overseas Markets Riding the K-Drama Wave

The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency will recruit participating companies for the ‘Joint Government Ministries Hallyu Marketing Support’ program starting from the 10th of next month. This project aims to promote the simultaneous overseas export of K-content and related industries. It supports raising overseas awareness and opening sales channels for food, agriculture and fisheries, beauty, consumer goods, and other sectors centered around globally popular K-content.

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The Korea Creative Content Agency is recruiting fifteen companies divided into two categories: broadcast product placement (PPL) and branded content. The former exposes intellectual property (IP) or products as PPL tailored to their characteristics. A representative from the agency explained, “They will be exposed through dramas and variety shows scheduled to air on global OTT platforms or overseas local channels.” About forty products have benefited from PPL so far, having been featured in SBS’s ‘My Demon’, tvN’s ‘Queen of Tears’ and ‘Marry My Husband’, and MBC’s ‘Contract Marriage of Lady Yeolnyeo’, among others.

The latter supports exposure in web dramas and web variety shows linked with commerce and overseas promotions from the planning stage. This is based on partnerships established last year with Google, Marpleshop, and others. The agency representative added, “We utilize YouTube Shopping features to make it easy to purchase products exposed in branded content,” and “We plan to increase purchase conversion rates by linking sales pages.”

Participating companies will receive training on operating and managing YouTube channels through Google, as well as utilizing YouTube Shopping features. Companies listed on Marpleshop will also receive benefits such as reduced payment fees. The agency representative stated, “Through planned content commerce, we intend to create a virtuous cycle that promotes and increases domestic sales of Hallyu-related industry products and leads to exports.”

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Any domestic content company possessing IP or products suitable for PPL or branded content exposure can apply. Applicants must prepare the required documents and submit them via the Wellcon website, a content export marketing platform.

Cho Hyun-rae, president of the Korea Creative Content Agency, said, “Satisfaction among participating companies is high, with new contracts signed after broadcast exposure. 92% responded that it helped with exports,” and added, “This year, since we are supporting overseas promotions linked with branded content production, we will work hard to help companies achieve results such as increased exports.”

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