Idol groups dominate ads market in banking industry
BTS / Courtesy of KB Kookmin Bank By Lee Kyung-min Korean banks are increasingly turning to idol groups, hiring them as company spokespeople amid a growing demand to associate their brand with “young and hip” vitality to maximize their appeal with a broader, younger demographic ― viable future customers. KB Kookmin Bank has led what is now an industry norm by hiring popular boy band BTS as its spokesmen in January 2018.“It was initially met with a strong backlash when a group of bank officials suggested hiring a young pop band to represent the bank,” a KB official said. “It was understandable given a financial services firm needs to develop a brand image associated with trustworthiness and credibility, qualities that are less associated with young entertainment figures.” Months after, hiring the then budding boy band with less global recognition in hindsight was a “spot-on” business move that increased the bank's profile with international audiences, in line with di
