The tech giant Apple Inc. (NASDAQ: AAPL) is shaking up its Asian marketing strategies by introducing the star power of K-pop girl group NewJeans into their repertoire. In anticipation of their new store opening in Seoul, South Korea, Apple has arranged a ‘360-degree’ spatial recording of NewJeans’ international hit OMG to be played throughout the store.
K-Pop In Marketing
Incorporating K-pop into their marketing strategies is nothing new for tech conglomerates, especially not Samsung, a South Korean native company that has used global megastars BTS in various smartphone launch campaigns. Apple’s new tie-up with NewJeans is a direct challenge to Samsung, as it demonstrates their “K-Pop offensive in Samsung’s home turf”.
The tech battle surrounding K-pop has been escalating with SM Entertainment, a multibillion dollar company credited for the creation of modern K-pop. Recently, South Korean social media giant Kakao Corp. made a tender offer for 35% stake at 150,000 won per share, putting Hype – the owner of BTS – out of the game.
Our team was so excited to host NewJeans for a special sneak peek at Apple Gangnam, we can’t wait to open our doors and welcome customers tomorrow in Seoul. https://t.co/Gly78e1Zmx— Tim Cook (@tim_cook) March 30, 2023
K-pop has attracted other big names too; luxury brands like Yves Saint Laurent, Chanel, Prada, Burberry and Gucci have all been vying for the marketing potential of South Korean idols. In a funny twist of fate, the song that started it all – Psy’s Gangnam Style – ironically parodies the very area in Seoul where Apple is opening their new store.
It remains to be seen whether this K-Pop offensive will be successful, but it is certain that Apple’s new strategies are sure to shake up the tech scene in South Korea. By introducing the star power of NewJeans, Apple looks set to become a major player in the South Korean market. It could just be the start of an exciting era for both K-pop and Apple.
Apple’s incorporation of K-pop into their marketing strategies is a bold move – one that looks set to shake up the tech scene in South Korea. By introducing the star power of NewJeans, they are sure to become a major player in the South Korean market. It could just be the start of an exciting era for both K-pop and Apple.
Only time will tell whether this bold move will pay off, but it’s sure to make waves in the tech industry. Who knows what new heights K-Pop could reach with Apple as its partner? We’ll just have to wait and see!