How phones, cars and even cafes get starring roles in Korean dramas
Published on Jun 23, 2014 5:33 PM
Seoul (Agence France-Presse) - The export success of South Korea's television dramas has spawned a hard-selling world of branded entertainment that uses product placement to push everything from smartphones to lipsticks.
Korean firms spend millions of dollars ensuring lovers in popular soap operas confess their feelings via Samsung smartphones, kiss in Hyundai cars and move into a house equipped with a giant LG TV.
And companies looking for exposure pay to feature in shows as characters' workplaces.
The power of the most popular dramas to launch new trends and boost existing ones was displayed by My Love From The Star, an unlikely love story starring Gianna Jun as a top female movie star and Kim Soo Hyun as a 400-year-old alien professor.
To continue reading, log in if you are a subscriber
If you are not a subscriber, you can get instant, unlimited access here