Movie-inspired products take over as Korean films team up with brands

Actors Lee Je-hoon, left, and Yoo Hae-jin, two lead actors of the upcoming movie “Big Deal,” are seen in the posters for Bohae Brewery’s "soju," a distilled alcoholic beverage, with the movie set around a soju company collaborating with a local brewery to sell the soju featured in the film. Courtesy of Showbox

Korean movies are increasingly teaming up with various brands in a mutually beneficial strategy that allows filmmakers to connect more effectively with audiences amid a sluggish market, while also enabling brands to cultivate a more approachable image through cinematic tie-ins.

"As the film industry struggles to recover from the slump we've been in since the COVID-19 pandemic, many filmmakers are seeking more effective marketing strategies, and collaborations with brands are a growing trend in this effort," an official from the local film industry said, Thursday.

"Given the aligned needs of both brands and film production companies, we anticipate this trend will continue."

“Big Deal,” an upcoming film mainly dealing with the Korean distilled alcoholic beverage "soju," is one of the prime examples of this trend.

Set during the 1997 financial crisis, the film tells the story of a struggling soju company battling for its future. To enhance authenticity, the movie’s production partnered with Mokpo-based Bohae Brewery to develop a new soju flavor specifically for the movie.

This collaboration not only brings realism to the film’s depiction of Korea’s beloved liquor but also serves as a unique marketing strategy, inviting audiences to experience “Top Soju” — the soju brand in the movie — in real life.

"Top Soju served as a unifying element for the two contrasting characters, Jong-rok (Yoo Hae-jin) and In-beom (Lee Je-hoon), in the film, and is beloved as the nation's soju," Showbox, the film's distributor, said.

"The soju’s official release, in collaboration with Bohae Brewery, is slated for May 21, and it will be available in various locations ranging from university festivals and movie theaters to convenience stores."

The new alcohol product will be available for a limited time in different locations, including downtown Seoul's popular soju drinking streets, frequented by office workers and visitors. This will familiarize consumers with the movie, set to premiere on May 30.

Fujifilm Electronic Imaging Korea is hosting pop-up stores in shopping malls in Seoul and Suwon featuring its self-photo studio brand, A Cup of Film, in collaboration with the Japanese anime "Kaiju No. 8: Mission Recon." Captured from Fujifilm Electronic Imaging Korea’s Instagram

Collaborations are not limited to domestic films and companies.

The Japanese animated feature "Kaiju No. 8: Mission Recon” teamed up with Fujifilm Electronic Imaging Korea for a special pop-up store and product line this month.

This collaboration includes Fujifilm’s self-photo studio brand, A Cup of Film, along with exclusive photo goods, quick-snap cameras and collectible merchandise inspired by the film’s monster-filled universe. The partnership caters to fans' desire for collectible items, merging the thrill of cinematic narratives with the charm of instant photography.

Seen is a cosmetic product launched through a collaboration between Korean skincare brand Manyo Factory and the musical fantasy film "Wicked." Captured from Manyo Factory’s Instagram

In November, K-beauty brand Manyo Factory launched a limited edition collection in collaboration with the musical fantasy film “Wicked.” The brand launched a Wicked Edition, featuring five of the brand’s bestselling skincare products, each decorated with artwork of the film’s main characters, Elphaba and Glinda.

Manyo Factory hosted mobile pop-up events and released themed advent calendars and collectible goods, such as luggage tags and magnets, to an enthusiastic consumer response. The collaboration is especially notable as Manyo Factory was the only Korean beauty brand to partner with “Wicked,” with merchandising playing on the word "manyo," meaning "witch" in Korean, for a film about frenemy witches.

"The collaboration was realized through the meeting of the fantastical story with the visually stunning and emotionally resonant masterpiece 'Wicked' and Manyo Factory's brand identity," the company said.