E-Today | Food and Beverage Industry Actively Communicates with the 2030 Generation Through Cultural Marketing
E-Today reported, citing an Acrofan article, on the spread of cultural marketing in the food and beverage industry. It introduced how Hyundai Pharmaceutical's dietary fiber drink 'Miero Fiber' took part in Korean painter Kim Hyun Jung's solo exhibition 'Naesoong Amusement Park,' running a collaboration character campaign and a product giveaway event.
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Food and Beverage Industry Actively Communicates with the 2030 Generation Through Cultural Marketing
Acrofan: Ryu Jae-yong | Published: April 8, 2016, 09:17
As spring, a season perfect for outings, arrives, various cultural events are being held everywhere. In the food and beverage industry too, as more young consumers factor in elements such as each brand's unique sensibility and image when purchasing products, companies are paying attention to the 'culture and arts' field as an easy way to reach these consumers' sensibilities. The industry is working to communicate with the younger generation through cultural marketing tailored to their tastes, and in turn to raise corporate brand image.
Hyundai Pharmaceutical's dietary fiber drink 'Miero Fiber' recently took part in a solo exhibition by artist Kim Hyun Jung, who has been gaining popularity among the younger generation. Kim Hyun Jung is an artist drawing attention among young people for her distinctive works combining Korean painting with pop-art elements. To communicate with consumers in their 20s and 30s, Miero Fiber is presenting a Miero Fiber character created in collaboration with Kim Hyun Jung at her solo exhibition 'Naesoong Amusement Park,' running through the 11th. The brand is also holding a product giveaway event for visitors to the exhibition.
Tom N Toms is holding its 15th 'Gallery Tom' exhibition at its stores through the 2nd of next month. Gallery Tom is an ongoing program by Tom N Toms to support emerging artists. By combining its coffee shop spaces with galleries, Tom N Toms provides exhibition opportunities to talented emerging artists while positioning itself as a cultural space for its young customer base. The 15th Gallery Tom exhibition can be seen at a total of seven stores, including six Tom N Toms Black stores in Seoul and the Tomscovery Konkuk University branch.
Meanwhile, more companies are directly running cultural events to communicate with consumers. Coffee chain Ediya Coffee is preparing 'Ediya Music Festa 2016,' a cultural event it has held since 2011. Unlike other cultural events, Ediya Music Festa does not sell admission tickets; instead, it has held performances by inviting franchise owners, related parties, and customers. This year's Ediya Music Festa is scheduled to be held at the Olympic Gymnastics Arena on the 21st and 22nd of next month.
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