YouTube Marketing in Korea: Top 10 Influencer and Brand Partnerships
YouTube has seen an incredible surge in popularity in Korea over the past few years. It has risen to the top as the go-to platform for online content streaming, leaving other platforms like Naver TV, KaKaoTalk, and even Facebook in its dust. What’s even more impressive is that people of all ages, from 10 to 59 years old, are hooked on YouTube. With such widespread usage, it’s no wonder that advertising on this platform means reaching a massive audience.
Can you believe that in 2022, there are over 46 million YouTube users in South Korea alone? That’s a staggering 88.8% of the entire population! And the best part? Both male and female internet users contribute almost equally to this viewership. With numbers like these, it’s clear that launching a marketing campaign on YouTube is a surefire way for any brand to make a splash in the Korean market.
But how can a brand truly make waves on YouTube in Korea? The answer lies in collaborations with popular YouTubers. By teaming up with these influential content creators, brands can tap into their dedicated fan base and gain instant credibility. It’s a win-win situation where the brand gets exposure, and the YouTuber gets to showcase their creative skills while promoting a product or service. It’s no wonder that this approach has become the go-to method for brands looking to make a splash in the Korean market.
Korean YouTube Creators
A few years ago, non-verbal YouTube content like ASMR (sound videos), food-eating channels, and toy unboxings were dominating in Korea. Recently, Korean YouTubers have gotten more polarized, from authentic daily vlogs to carefully planned videos targeting specific interests.
This massively growing YouTube user base attracts all parts of Korean society. Some YouTubers are growing by targeting specific audiences, while others are trying to appeal to the masses. By this standard, it actually becomes quite difficult to point out a specific dominating trend. YouTube creators in Korea are very diverse. You can find anyone you desire.
Marketing on YouTube
Partnerships with a YouTube creator that matches a brand’s image is the most effective marketing strategy, especially in such a trend-driven society like Korea. It feels genuine. Consumers do not even see it as advertising. Rather, it is perceived as providing knowledge and value.
The largest YouTubers have become powerful celebrities — they set social trends, and they influence consumers to make purchase decisions. Global brands that partner with lifestyle influencers are especially successful on YouTube.
We present you with 10 examples of how global brands partnered with Korean YouTubers to promote their products. From gaming and tech, to fashion and beauty, our list includes creative partnership ideas from various industries.
Top 10 YouTube Creator and Brand Partnerships
10. Samsung x Kiusam
YouTube Views: 211,000
Get ready for an epic collaboration between Samsung and the multi-talented South Korean hairdresser and vlogger, Kiusam! Armed with the incredible Samsung Galaxy S10 phone, Kiusam embarked on an exciting trip alongside the adventurous Hyesuni. Their mission? To put the phone’s practicality to the test, especially its camera capabilities for those unforgettable out-of-town travels.
But here’s the twist: this partnership is all about storytelling. Kiusam took viewers along for the ride, sharing his personal experiences with the phone while exploring new destinations and even going on a date! It’s not your typical ad; it’s a captivating narrative that showcases how the Samsung Galaxy S10 seamlessly integrates into real-life adventures.
9. Marvel x Oh Ye Couple
YouTube Views: 325,000
Avengers: Endgame shattered box-office records in Korea, making it Marvel’s second-largest market worldwide after the US. But the Marvel magic doesn’t stop at the cinemas — it extends to merchandise too! Enter Oh Ye Couple, the ultimate Marvel enthusiasts and influencers. G.O., a former member of the boyband MBLAQ, and Yesria, a renowned actress, have a massive following both individually and as a couple.
In this dedicated review video, Oh Ye Couple dives headfirst into the world of Avengers toys. With their contagious excitement and genuine love for Marvel movies, they offer a unique perspective that fans can’t resist. It’s not just about selling tickets; Marvel is tapping into the passion of Korean fans by leveraging Oh Ye Couple’s influence to connect with audiences on a deeper level.
8. Bleach x Darlim & Hamabal
YouTube Views: 439,000
Calling all anime enthusiasts and K-pop lovers! Prepare to be mesmerized by the remarkable collaboration between Bleach, the beloved Japanese anime, and the immensely talented singers, Darlim & Hamabal. Koreans have an insatiable appetite for online content, from binge-watching on Netflix to indulging in various Japanese animated series. And what’s more, music has the power to go viral, perfectly complementing games, movies, and anime.
This awe-inspiring video features the dynamic YouTubers, Darlim & Hamabal, showcasing their incredible musical prowess through a captivating cover of Bleach’s iconic OST, “Rolling Star.” The duo rose to fame by enchanting audiences with their renditions of J-pop and anime soundtracks, making them the perfect fit for this sensational campaign. Get ready to embark on a musical journey that will leave you yearning for more!
7. Burger King x Dorothy
YouTube Views: 472,000
Have you ever stumbled upon those mesmerizing food-eating channels on YouTube? Well, in Korea, they’re a sensation! These channels use the power of ASMR (the satisfying sounds) and the enticing colors of red and yellow to grab your attention. Trust me, it’s hard to resist! Before you know it, you’re reaching for your phone and placing an order for the tantalizing food you just witnessed on YouTube. It’s a strategy that works like a charm!
Enter Burger King, managed by the renowned conglomerate Doosan, which has experienced jaw-dropping double-digit growth over the past two years. How did they do it? By understanding and catering to millennial consumers who seek unique experiences at an affordable price. And they’ve partnered with the major food YouTuber, Dorothy, to create a video that will leave you drooling!
In this mukbang ASMR extravaganza, Dorothy dives into mouthwatering burgers accompanied by some zesty kimchi. Brace yourself for massive food portions and the most satisfying sounds of her devouring each bite. It’s a symphony for your senses that will make you crave a Burger King feast like never before!
6. Forever 21 x Zara x Risa Bae
YouTube Views: 856,000
Meet Risa Bae, the second-largest beauty YouTuber in Korea, boasting over 2 million subscribers! In her latest video, she takes us on a fashion-filled adventure through Myeongdong, one of Seoul’s premier shopping districts. With her infectious enthusiasm, she shows off her newest apparel purchases, giving shoutouts to popular clothing brands like Forever 21 and Zara. And guess what? She’s loving the affordable price tags too!
Risa Bae’s immense following extends beyond Korea’s borders. International tourists flock to Myeongdong for a taste of the vibrant shopping scene, and it’s no surprise that Risa Bae’s fans, enamored with K-beauty and Korean culture, are equally captivated by her fashion choices. Forever 21 and Zara have become must-visit destinations for anyone seeking to immerse themselves in the trends of Seoul.
5. Minecraft x YD Gaming Channel
YouTube Views: 1,000,000
Step into the enchanting world of Minecraft with the help of YD Gaming Channel, your go-to source for all things gaming! This dedicated video is a treasure trove of tips and tricks specifically crafted for first-time Minecraft players.
There’s something truly magical about this retro video game that has captured the hearts of nearly a hundred million players worldwide. Despite being around for a decade, Minecraft continues to fuel our desire to create and play, especially with friends. And in Korea, where the community spirit prevails over individuality, Minecraft has reached new heights of popularity.
That’s why Minecraft teamed up with the illustrious female gaming YouTuber from YD Gaming Channel. She’s been broadcasting since 2007 and is hailed as the ultimate Minecraft expert. Her expertise and passion make her the perfect fit for this extraordinary campaign. Get ready to embark on a journey of limitless possibilities as you delve into the immersive world of Minecraft alongside your trusty guide, YD Gaming Channel!
4. Google x You Byung-jae
YouTube Views: 1,000,000
Guess what? We’ve got a surprise for you on our list — Google! You might be wondering why the world’s second most valuable brand needs advertising. Well, in Korea, Google plays second fiddle to the mighty Naver, the dominant search engine in the country. But Google isn’t one to back down from a challenge. They saw an incredible opportunity to showcase their new advanced technologies, like their voice assistant, and catch up in the game.
In this captivating video, the hilarious influencer, You Byung-jae, renowned for his television personality and comedy acts on Saturday Night Live Korea, takes center stage. Together with other influencers, they demonstrate the practical and entertaining use of Google Assistant. Get ready to witness a side of Google you never expected as they showcase their hidden powers in the most entertaining way possible!
3. BMW x Wassup Man
YouTube Views: 1,500,000
Get ready to join Joon Park, the charismatic member of the iconic K-pop boy group G.O.D., on a thrilling adventure! On his popular YouTube channel, Wassup Man, which has amassed over 2.19 million subscribers, Joon takes vlogging to a whole new level.
In this jaw-dropping video, Joon heads to the prestigious BMW headquarters and driving facility in Korea. His mission? To unbox and review the latest BMW 3 Series. But hold on tight because things aren’t as they seem. Joon dives deep into the intricate details, comparing two luxury sports cars that may appear similar at first glance but are actually worlds apart. Prepare for an adrenaline-pumping ride that garnered over 1.5 million views and left viewers craving more!
2. KIA x Korean Englishman
YouTube Views: 1,900,000
When it comes to cars, Koreans have a penchant for Mercedes Benz and BMWs. Just take a stroll through the vibrant streets of Gangnam district, and you’ll spot them at every turn. In contrast, Hyundai and KIA, while reliable, have often been seen as lower quality car makers. But KIA had a brilliant plan to reshape their image.
Enter three dynamic Korean-speaking foreign YouTubers: Korean Englishman, Jolly, and The World of Dave. Together, they created an exhilarating and entertaining review video of KIA’s new premium sedan, driving through the bustling streets of Seoul. Their presence injected a fresh perspective, giving the KIA brand a touch of international allure. Suddenly, the “foreign feel” gave the cars an image of premium quality and a higher price point. Brace yourself for a spirited ride that challenges preconceptions and leaves you longing for the open road!
And let’s not forget Korean Englishman, the beloved UK national and Korean-speaking influencer, who has become an absolute sensation in Korea. With his vast following, he’s the top choice for global brands aiming to captivate the Korean audience with their message.
1. Netflix x Jangbbijju
YouTube Views: 6,000,000
The Witcher, Netflix’s epic original series, took an unconventional approach to promotion through a side-splitting animated video. Prepare to laugh your socks off because humor is the secret ingredient that guarantees success!
When it comes to content platforms, Netflix reigns supreme in Korea. To ensure its widespread reach, Netflix partnered with LG U+, a telecommunications company that had previously faced challenges in the content distribution market. But LG U+ is determined to make Netflix a roaring success, going above and beyond to create impactful advertising campaigns that capture audiences’ attention.
Now, let’s talk about Jangbbijju, the renowned Korean animation studio celebrated for its sharp satire. In this brilliantly crafted video, Jangbbijju weaves a hilarious tale of a character engrossed in watching The Witcher on a train. But here’s where the chaos ensues — other animated characters in the video start bickering and causing a ruckus. It all spirals into pure madness, until our protagonist breaks the fourth wall, addressing his fellow passengers, and humorously reminding them to keep it down because, guess what? He’s in the midst of a Netflix campaign!
Conclusion
There are thousands of wonderful YouTube creators in Korea who create almost any kind of content that you can imagine. This list is too short to include even a small percentage of them. It is not surprising that brands are competing to get best the Korean YouTubers to partner with them.
What makes a good partnership between a brand and a YouTube creator? Based on over 1,000 YouTube video reviews and our own experience we have selected these 3 factors that guarantee the success of an influencer partnership campaign:
- Relevance of YouTube channel’s audience to the brand
- High engagement and high average video views
- Clear campaign plan — where and how your product will appear on a video
We hope you got some creative ideas from our list. If you are interested in creating a partnership between your brand and a Korean YouTuber, we are ready to talk with you! We help global brands to launch their influencer marketing campaigns in Korea. We enable Koreans to experience the best products from all over the world.
To know more about marketing and advertising in South Korea, check the AJ Marketing Blog.
Read Next:
Korea’s Top 10 Online Video Ads on YouTube
Marketing in Korea: Top 10 Successful Instagram Campaigns
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