Top 17 Korean Power Celebrities: Partnership and Licensing Tips
K-pop and K-drama have taken the world by storm, captivating millions of fans across Korea, China, Japan, Southeast Asia, the US, and beyond. People are enamored with their favorite Korean stars, emulating their lifestyles in various aspects such as travel, technology, cuisine, gaming, fashion, cosmetics, and more.
Have you ever thought about teaming up with a Korean celebrity to represent your brand? Celebrity marketing is a potent tool, and it’s not as daunting as you might think. There is an abundance of incredible singers, actors, athletes, TV personalities, YouTubers, Instagrammers, TikTokers, and models that you can collaborate with.
We’ve curated a list of 17 South Korean celebrities who possess remarkable personal brands. This list is based on the Celebrity Index from Reputation Korea, which crunches data on consumer behavior, encompassing participation, communication, media presence, and social value. It provides insights into who, where, how, why, and how much people are discussing these celebrities. The data is regularly updated every three months to keep up with ever-evolving consumer trends. It’s important to note that the local powerhouse celebrities in South Korea might differ from those who enjoy global popularity.
We are thrilled to share information about business opportunities in Korea that may initially appear unattainable but can be highly rewarding if approached correctly. Conventional marketing strategies, which often require exorbitant budgets, no longer yield the desired results. People have grown tired of advertisements, the market is saturated, and your product may get lost in a sea of alternatives. However, with a well-planned marketing strategy that leverages experience and goes the extra mile, incredible things can happen. It can help you penetrate new markets, enhance your brand’s desirability, and ultimately lead to increased sales. The purpose of this article is to guide you on how to achieve precisely that.
The article is divided into two parts. The first half showcases the celebrity list, aiming to ignite your imagination and inspire potential partnerships. The second half provides invaluable tips and insights on partnering and licensing, serving as the ultimate guide for your brand’s success.
Top 17 Korean Power Celebrities
17. Lee Jung-jae
Actor
Appeared in: The Thieves and New World
Celebrity Index: 449,000
Born: 1972
Height: 180 cm
16. Park Bo-gum
Actor
Appeared in: Reply 1988 and Love in the Moonlight
Celebrity Index: 451,000
Born: 1993
Height: 182 cm
15. Joy (Park Soo-young)
Singer and actress
Member of K-pop girl group Red Velvet.
Appeared in: Tempted
Celebrity Index: 506,000
Born: 1996
Height: 167 cm
14. Ma Dong-Seok
Actor
Appeared in: Train to Busan. One of the new superheroes in Marvel’s “Eternals”
Celebrity Index: 519,000
Born: 1971
Height: 178 cm
13. Jung Hae-in
Actor
Appeared in: Prison Playbook and Something in the Rain
Celebrity Index: 552,000
Born: 1988
Height: 178 cm
12. Gong Hyo-jin
Actress
Appeared in: Crush and Blush and The Greatest Love
Celebrity Index: 515,000
Born: 1980
Height: 172 cm
11. Kim Jennie
Singer and rapper
Member of K-pop girl group Blackpink
Celebrity Index: 563,000
Born: 1996
Height: 163 cm
10. Son Heung-min
Athlete
Professional footballer who plays as a winger for Premier League club Tottenham Hotspur, and captains the South Korea national team
Celebrity Index: 617,000
Born: 1992
Height: 183 cm
9. Gong Seung-yeon
Actress
Appeared in: Six Flying Dragons and Netflix’s My Only Love Song
Celebrity Index: 620,000
Born: 1993
Height: 165 cm
8. Ha Jung-woo
Actor, screenwriter, and film producer
Appeared in: Nameless Gangster: Rules of the Time and Along with the Gods: The Two Worlds
Celebrity Index: 674,000
Born: 1978
Height: 184 cm
7. Irene
Singer, rapper, TV host, and model
Previously the leader of the South Korean girl group Red Velvet
Celebrity Index: 805,000
Born: 1991
Height: 158 cm
6. Kim Tae-yeon
Singer
Previously a member of K-pop girl group Girls Generation
Celebrity Index: 945,000
Born: 1989
Height: 158 cm
5. Lee Seo-jin
Actor and TV host
Appeared in: Shadowless Sword and Grandpa Over Flowers
Celebrity Index: 956,000
Born: 1971
Height: 178 cm
4. Baek Jong-won
Chef, TV host, and businessman
Main host of SBS’ cooking TV series titled in his name
Celebrity Index: 1,053,000
Born: 1966
3. Park Na-rae
Comedian
Appeared in: Gag Concert
Celebrity Index: 1,109,000
Born: 1985
Height: 149 cm
2. IU (Lee Ji-eun)
Singer and actress
Has a solo career in music. Appeared in Hotel de Luna
Celebrity Index: 1,340,000
Born: 1993
Height: 162 cm
1. Ahn Hye-jin (Hwasa)
Singer, rapper, and TV personality
Member of K-pop girl group Mamamoo.
Appeared in: TV reality show I Live Alone
Celebrity Index: 1,433,000
Born: 1995
Height: 162 cm
Hopefully, you have enjoyed our celebrity list and you’ve found a personality who suits your brand!
Let’s move on to the 2nd half of the article…
Our Journey in Collaborating with Korean Celebrities: From Brand Partnerships to Licensing
When we kickstarted our influencer marketing agency, little did we know that we would soon receive inquiries from global brands spanning diverse industries like jewelry, fashion, and sports. They sought our assistance in partnering with celebrities as brand advocates and licensing celebrity images for magazines and video ads. It was a natural progression, and through these collaborations, we gained invaluable experience in efficiently managing the entire process. Allow me to share some tips based on what we’ve learned so far. And guess what? These tips work like magic for actors, singers, athletes, and TV personalities too!
Accessible Korean Celebrities — Breaking the Myth
Think about your favorite Korean celebrity. Who comes to mind? BTS, Blackpink, Han Ji-min, Ryu Jun-yeol, Son Heung-min? Now, imagine the cost associated with licensing them. It probably seems like a fortune, right? Suddenly, they appear untouchable. Interestingly, most marketers in Singapore, Hong Kong, or New York share the same notion. But let me tell you, the reality is quite different.
Korean celebrities and their agents are eagerly seeking partnerships with popular global brands. If you play your cards right, you can strike a mutually beneficial deal that truly makes sense. This holds true for both emerging startups and multinational corporations.
Tip #1: Know Exactly What You Want
- When venturing into the realm of celebrity collaborations, it’s crucial to establish a well-defined budget and clear goals regarding how, where, and for how long the celebrity’s image will be utilized. Are you seeking celebrity endorsement, partnership, or licensing? And when it comes to compensation, will it be in cash or equity? These distinctions are vital and must be determined to ensure a successful deal.
Tip #2: It Takes Time and Experience to Get Good Price
- Korean companies often start with a higher price point, anticipating negotiations, particularly when approached by executives from global brands. If your intention is solely to explore price options without a genuine commitment to a campaign, it’s unlikely to yield favorable results. Serious negotiations with entertainment companies require multiple calls and meetings. However, if you possess strong negotiation skills and represent a desired brand, the final price can differ significantly from the initial offer.
- If you’re seeking price estimates, reach out to us via email. Leveraging our experience, we can provide you with approximate figures to help you navigate your options. For top-tier celebrities, fees can range from several thousand dollars to as high as half a million dollars, depending on the desired deliverables.
Tip #3: Work as a Professional
When it comes to getting a good price, it is important to work as a professional.
- Do not waste others’ time. Tell entertainment companies exactly what you want and what is your budget right away.
- Shop around. Approach various entertainment companies and compare their offers.
- Make them feel replaceable. Let them know if you have a better offer, but do not lie. If you make a better deal, everyone will understand it and will blame missed opportunity on themselves rather than blame them on you.
Tip #4: Put Some Pressure On
- Stoking competition among entertainment companies can be an effective approach that yields desirable results. A favorable price often materializes when they sense the possibility of losing the deal. However, this strategy only works if they perceive you as a serious player willing to invest.
Tip #5: Contract Drafting
- People tend to see what they want to see, be it in personal relationships or business negotiations. It’s crucial to establish a mutual understanding of the partnership’s objectives. Working with celebrities can be challenging, and misunderstandings can be detrimental to a healthy collaboration. Equally important is the preparation of a detailed contract, encompassing deliverables, financials, approval rights, activation procedures, and termination clauses. This ensures that both parties are aligned and protected throughout the partnership.
The Way we Work
Being transparent is the way that we work with our clients to create a win-win situation. We charge a small consultation fee to make sure the brand is committed, and a larger success fee once the deal is completed. We negotiate the best possible deal for our client, using the tips mentioned previously and more. To sum up:
- We use our knowledge of Korean market to select celebrity that is best fit to that exact brand at that exact moment. Korean celebrities popular in Korea are very different from Korean celebrities popular globally.
- We offer the best price. We leverage our long-term connections to get discounts from entertainment companies.
“Brand Advocates” empower brands to utilize celebrities on social media like no one else in Korea. Rather than to use the standard “fit into the box” approach, we use the flexible “feel authentic and go viral” approach. It means making campaigns so effective and unique that they would be worth to put into marketing textbooks.
We hope that we communicated our message clearly. To get more insights about licensing celebrities and marketing in Korea, reach out to AJ Marketing. Our mission is to make global brands successful in South Korea.
To know more about South Korea’s market and advertising trends, check out the AJ Marketing Blog.
Read Next:
Top 30 Stunning Korean Models on Instagram: Best of 2021
41 Most Followed Korean Singers on Social Media in 2021
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