The Art of Competitive Advertising When Subtlety Meets Strategy When “Musinsa” launched their New Year’s discount campaign on January 1st, something felt different. The fashion platform released coupons worth exactly 50,000 won – 20,000 won for Musinsa Store, 20,000 won for Musinsa Shoes, 5,000 won for Musinsa Beauty, and 5,000 won for Musinsa Used. Sound … Read more
Korea’s Manufacturing Giants Win Gen Z Through Digital Storytelling The Great Transformation of Heavy Industry Korea’s traditional manufacturing sector is undergoing a digital revolution. Shipbuilders, steelmakers, and automakers are now competing with IT startups for millennial and Gen Z talent by embracing memes, mascots, and viral content instead of relying solely on legacy brand power. … Read more
From Fantasy Worlds to Real-Life Stories The Rise of Lore in K-pop K-pop has evolved beyond just music, embracing storytelling and fictional universes—known as “lore”—to define group identities and captivate fans. Since the 2010s, many groups have crafted intricate storylines, transforming their music videos and performances into immersive experiences that go far beyond the stage. … Read more