GO KOREAN (Korean Air) It’s hardly a secret that South Korea is a growing economic powerhouse. However, although the role of innovators such as Samsung and LG is well known, the development of South Korea’s soft power is a relatively recent phenomenon.
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recent Nielsen Japanese and Korean Trends report, found that the preference of Hong Kong consumers was shifting from Japanese to Korean brands.
Over the past few years there has been a growing affinity worldwide for Korean culture, the most high profile example of which is K-Pop. At the same time, Korean cosmetics, fashion and food are also becoming much better known.
Meanwhile an article earlier this year in The Diplomat talks about South Korea’s successful efforts to promote the so-called “Korean Wave” in the Middle East. This has increased affinity in the region with Korean popular culture, in turn leading to a desire among younger, higher income consumers to visit the country.
This increased popularity of all things Korean is especially prevalent in the Far East and Middle East. For example, the
In the aviation sector, flag carrier Korean Air’s new “Go Korean” campaign seeks to firmly link the airline into this trend.
Airline Marketing Monthly - August 2018
