Why Medytox sponsors ssireum competition program
Medytox' logo is emblazoned on the elevated sand ring featuring KBS TV ssireum, Korea's traditional wrestling sport, competition program. / Courtesy of Medytox
By Jun Ji-hye
Medytox, the nation's leading botulinum toxin maker, has been supporting the production of a KBS TV program featuring Korea's traditional wrestling sport called ssireum that has recently gone viral.
Sixteen lightweight muscular athletes compete against one another on the elevated sand ring, which has Medytox' logo on it, to become the final champion of the sports audition program that began on Nov. 30.
The company's hangover cure drinks, Khan's Morning, are placed on the table from which ssireum legend Lee Man-gi and TV presenters Kim Seong-joo and Boom commentate on the matches.
Medytox is also planning to feature the final champion and other athletes participating in the program in its future commercials.
The company, known for its botulinum toxin product Medytoxin and hyaluronic acid dermal filler Neuramis, said it is focusing on the program as its main customers are women attracted to the athletes with firm and muscular bodies.
Indeed, the athletes featuring in the program are in stark contrast to the former chubby ssireum stars who were famous during the 1980s and 1990s.
The company said the new ssireum competition program has become the optimal platform for its ads as an increasing number of female viewers are searching for YouTube video clips of the program, posting thousands of comments.
For the botulinum toxin maker that is aiming to make inroads into more than 60 countries around the world, KBS can also become an optimal marketing partner as the broadcaster is planning to export the ssireum competition program.
Medytox said it will actively participate as an official sponsor in overseas production press conferences and other events associated with the export of the program.
“Medytox focuses on innovative marketing activities to captivate the hearts of global customers as we generate more than 70 percent of sales from exports,” said Joo Hee-seok, a senior managing director of the company. “We will be very supportive of the program so it can continue to succeed in global markets.”