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South Korea

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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 case study shows how Chupa-Chups, a hard-candy brand, launched a campaign around a national holiday in Korea by marrying outdoor events with an app partnership.

Case Study

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

Case Study

This case study describes how Sidiz, a dedicated chair brand for the B2B market in South Korea, turned around its failing sales by educating consumers on the importance of chairs in their lives.

Article

The article uses consumer research to investigate the nuances of local beauty culture in Indonesia, Japan, Malaysia and South Korea, and outlines why local brands are beating their international counterparts in Asia.

News

SEOUL: Facing long-term brand damage as reports of exploding Galaxy Note 7 phones surfaced around the world, Samsung has ceased all production of the device.

Case Study

This case study details how AIA Life Insurance Group, the main sponsor for Superstar K7 (Korea's version of American Idol), was able to emphasise the encouraging aspect of the AIA brand by developing a way for a mother with a language disability to sing to her daughter.

Article

This event report outlines how DramaFever successfully built a content-streaming brand, in the US and beyond, based around distributing drama series made in South Korea.

Article

This research into Korean video consumption reveals different viewing habits for online vs TV ads and provides insights into how brands can make the most of each platform's different opportunities.

Article

This article explores the dual aspect of Korean society in which one side is gender defined, and the other is gender neutral, and how are brands responding to this.

Article

The event report covers insights and learnings from Kimberly-Clark's integrated marketing strategy in Asia.

News

SEOUL: Facebook is by far the most popular social networking service (SNS) in South Korea, according to a new poll, but BAND is the fastest growing.

Research Paper

This case study describes how the United Nations High Commission for Refugees (UNHCR) used research to revolutionise the way it segments and communicates with its donors.

Article

This report by Think With Google investigates how consumers in countries across Asia are using mobile apps.

News

SEOUL: Korean consumers are becoming cynical about store pricing as they are increasingly exposed to cheaper international online marketplaces and have experienced months of sales and promotions by bricks-and-mortar outlets.

Case Study

This case study describes how Winix, a dehumidifier brand, was able to assert its market leader position in Korea by using an unconventional communications platform: home shopping channels.