Girls Generation, the Asian pop phenomenon are attempting to break into the rest of the world too. Never heard of them? Well you’re probably not the target market and if you haven’t yet you will in 2012.
Princesses of Korean Pop, K-POP as it’s known locally, Girls Generation are nine sexy, (but only in a very Korean kind of way), twenty-something’s girl pop group that have generated a massive fanatical following of girls in Asia.
With several chart topping albums under their very slim belts and many Japanese MTV awards from Best Video to Best Karaoke song (the equivalent of winning most popular anything over here as every Asian country has wall to wall karaoke booths and clubs) the Girls Generation have even topped the best selling photo book charts! Called ‘Holiday‘ the photos were a collection of the girls enjoying leisurely time off apparently! They have also played sold out arenas from everywhere from Singapore to Japan, Taiwan to Thailand.
Their latest album The Boys sold 227,994 albums within 12 days in South Korea alone, becoming the best selling album in October and went onto become the biggest selling album of 2011.They have also become, not surprisingly a You Tube sensation. The Devil video currently has 36 million views, The Boys will probably soon overtake this as it’s on 34 million views.
In the first stage, to what will certainly be world domination, their latest single “Boys” taken from “Boys” was played on The DavidLetterman Show in the USA, a rare honour for a Korean pop group. They have also recently played on French TV.
Girls Generation are a marketing dream and they have cleverly exploited their photogenic nature of their appeal with synergistic brand partnerships. From the very beginning each member and sometimes the entire group have endorsed various brands in Korea.
These include Nintendo DS, Dominos Pizza (although clearly the girls have never had so much as a pizza between them…..), the Korean web portal Daum and bizarrely Intel…..remind me again who they target? The list is endless, Christian Dior, The Face Shop, Woongjin Coway water pruifiers (I kid you not), the energy drink Vita500, In Japan, the group is currently endorsing the throat lozenge brand E-maNodoame. They also endorsed Lipton tea and even 7-Eleven.
In 2011, Girls' Generation were chosen as the ambassadors for the 2010-2012 Visit Korea Year and will be appointed as UNICEF envoys. Yes they will help solve world peace!
They were also appointed as the models for the game brand, “Freestyle Sports”.
LG Electronics Korea announced on January 16, 2012 that Girls’ Generation, were chosen to be the new models for their Cinema 3D TV brand following an earlier association where their song “Chocolate” was used to promote the LG Chocolate mobile….there is no end in sight and that’s just Korea, you wait until they conquer the rest of the world too.
A survey conducted in December 2010 in Korea, saw 409 out of 741 marketing employees choosing Girls' Generation as the model with the most influence over consumers, attributing their positive attention from the public to their vocals, looks and fashion sense......you heard it first here!