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News

PYEONGCHANG: As the Winter Olympics start, participating brands appear less worried about potential security issues in Korea than the challenges posed by geography and the weather.

News

SEOUL/SINGAPORE: Samsung, the South Korean electronics giant, and Grab, Southeast Asia’s largest ride-hailing service, have joined forces in an initiative aimed at boosting the region’s digital economy.

Case Study

Visa, the payments company, increased payments by Chinese tourists by encouraging them to be more adventurous on their holidays in an interactive mobile video and digital ads.

News

SEOUL: Local retailers in South Korea are reacting to a steep hike in the minimum wage, to enter force next year, by automating checkouts at local convenience stores.

Case Study

Blended Scotch whisky brand Ballantine reignited interest for blended whisky in Korea through a campaign celebrating individuality.

Case Study

Chevrolet, an automobile manufacturer, increased car sales in South Korea by creating an augmented reality showroom.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

News

SEOUL: Korean cosmetics brands have long been popular in China, a factor in Unilever’s just-announced acquisition of a majority stake of Carver Korea, but this move comes as leading Korean beauty company Amorepacific expands in the opposite ...

News

BEIJING: As Golden Week approaches for Chinese travellers, political tensions between the regional superpower and South Korea will disrupt package holidays, a miss that will see the peninsula miss out on a slice of an estimated 590 billion yuan ...

Case Study

Alba Chunkuk, a part-time work portal, used TV and outdoor ads and PR to change attitudes towards part-time work in South Korea.

Case Study

Samsung, the technology company, created a blog platform with a variety of content types in order to showcase its products and company culture in South Korea.

Case Study

The South Korean Ministry of Health and Welfare, a government department, used PR and public service advertising to try to change marriage culture and boost the country’s very low birth rate.

News

SEOUL: As the debate over whether automation will lead to a wholesale loss of jobs for humans, the Moon Jae-in administration has proposed a reduction in financial incentives for companies adopting robots.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Research Paper

This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.

News

SEOUL: Online shopping is growing fast in Korea, with mobile now accounting for well over half of all sales value, new figures show.

News

SEOUL: As China and Japan prepare for an extended holiday period next week, Korea's tourism and retail sectors are bracing for a downturn.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This article investigates characteristics of Korea's emerging consumer demographics including millennial parents, internationalist singles and shoppers in their forties with high disposable income.

News

SEOUL: After a difficult 2016, Samsung Electronics is facing another hit as the corruption scandal engulfing the South Korean government spreads to a top company executive.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

News

SEOUL: Naver, South Korea's leading internet portal and search engine, has announced major investment in new areas of technology that are already being explored by US internet giants.

News

SINGAPORE/SYDNEY: South Korea leads the world in terms of video ad attention because it has a viewable completion rate of 48%, the highest among major global markets, a new report has revealed.

Case Study

This case study shows how Tadot, a braille engraved bath product, used a viral campaign to promote its launch in the South Korean market.

Case Study

This campaign marked the centenary of soft drinks brand, Coca-Cola's contour bottle in Korea with a live event-based campaign.