Staff Reporters
Mar 18, 2021

BTS signs as global brand ambassador for Korea's Coway

BTS will represent both the corporate image and the company's products, such as water purifiers, air purifiers and mattresses.

BTS signs as global brand ambassador for Korea's Coway

Intent on expanding its business in global markets, Korean home appliances brand Coway has named Big Hit Entertainment's Grammy-nominated group BTS as its global brand ambassador.

Coway's appointment of BTS will help the company reach and appeal to a wider target audience. While Coway is already globally recognised, BTS's stardom will allow the company to expand its international presence, reach new consumers, and increase brand awareness, the firm stated in a media release. 

"2021 is a crucial year for Coway to expand our brand presence as the global leader of the environmental home appliance industry," said Mani Shim, the Head of Marketing at Coway. "We're ready to strengthen our global presence through exciting digital marketing projects that'll reach a larger consumer base." 

BTS will represent both the corporate image and the company's products, which include water purifiers, air purifiers and mattresses. Promotional videos for Coway's innovative products starring BTS will roll out on digital platforms later this month. In addition to BTS, the company also has future plans of collaborating with other Big Hit artists in various marketing projects.

Related Articles

Just Published

3 hours ago

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

3 hours ago

How can marketers make better Ramadan ads?

Ramadan and Eid al-Fitr marketing in the region are often made up of damaging tropes and lazy narratives. Experts from Virtue and Vice offer suggestions on breaking clichés and evolving culture along the way.

4 hours ago

Reprise places bets on India hub

AGENCY REPORT CARD: As Reprise looked to increase its performance chops and deliver greater consistency of work for clients, it placed its bets on India. Nearly half of its staff are now based in the market. But was this a growth strategy or a cost-cutting exercise?