KGC promotes red ginseng with Kim Soo-hyun, Lee Min-ho
By Kim Bo-eun
Korean actors Lee Min-ho, top, and Kim Soo-Hyun are promoting Korea Ginseng Corporation's (KGC) red ginseng products in overseas markets via e-commerce channels. / Courtesy of KGC
Korea Ginseng Corporation (KGC) is promoting its red ginseng products in overseas markets with star actors Kim Soo-hyun and Lee Min-ho.
The company has selected the Korean actors as models for Cheong Kwan Jang's red ginseng product and red ginseng cosmetics line Donginbi.
KGC designated Kim, who has gained increasing popularity in China, as its Donginbi e-commerce spokesmodel for the Chinese market.
Kim is known for roles in the television dramas “Moon Embracing the Sun” and “My Love from the Star.” The success of the dramas throughout Asia has established him as one of Korea's top stars internationally.
Donginbi has entered China's largest online shopping mall, T-mall. KGC said Donginbi's sales in the mall have grown significantly since Kim became its spokesmodel.
Lee, in the meantime, became KGC's global spokesmodel for red ginseng in July. Lee gained fame in Korea and Asia with his roles in dramas including “Boys Over Flowers” and “The Heirs.” He is promoting the product for the markets of China, Japan and Taiwan, as well as Singapore and Malaysia.
KGC said the hallyu stars are playing a key role in introducing red ginseng to foreign markets.
Red ginseng has been recognized by Korea's Ministry of Food and Drug Safety for its effects of boosting the immune system and fighting fatigue.
KGC said it is using young Korean stars, as the demographic of young consumers of red ginseng product consumers has grown.
Formerly, the products were mostly consumed by the elderly ― the main age group that is concerned about health.
But more young consumers can be seen both in Korea and overseas, according to KGC. The company attributed this to content marketing on YouTube and other forms of social media.
KGC also said it has become an effective strategy to have recognizable celebrities as its spokesmodels, given the growth of e-commerce around the world.
It said the spokesmodels can promote its products in overseas markets through e-commerce channels, even without having a strong walk-in store presence.
"Because overseas consumers learn about Korea through a diverse range of online content, there is a high level of awareness of Korean celebrities," a KGC official said.
"Based on interest in boosting the immune system amid the COVID-19 pandemic, red ginseng being promoted by celebrities in overseas markets is also seeing a positive response."