Korean coffee chains pay more and more attention to cultural marketing

More and more Korean beverage companies focus on corporate culture marketing. In order to enhance brand awareness and customer loyalty, Korean coffee companies have held concerts to enhance consumers' brand loyalty.

South Korea does not produce a single coffee bean, but it is indeed a big coffee consumer. South Korea has the sixth largest number of Starbucks stores in the world, just behind the United States, Canada, Japan, Britain and China.

Hollys Coffee, a local coffee brand, said it will hold a music festival at the Olympic Park south of Seoul, South Korea, on October 3, when 10, 000 members of its coffee shop will be invited to attend, Hugo learned from a recent report in the Korea Times. To promote the brand by holding concerts, this is the first time in the 16 years since the company was founded.

The head of Hollys said in an interview that this was the most expensive marketing campaign for the company. However, the person in charge declined to disclose the exact amount of the fee.

Industry insiders say holding music festivals is one of the most effective means of brand marketing. Hold concerts to enhance customers' drink experience, enhance the public image of brand coffee, and then use star endorsements to expand the public influence of the brand. Not only that, Hollys also promotes it in other ways, such as holding training courses on the art of latte (the art of learning how to doodle on coffee cups).

Ediya Coffee, another coffee chain, is also preparing to host its fourth branded music festival, with plans to invite 20, 000 members, twice as many as last year. It seems that this marketing method has received positive feedback from consumers, the effect is excellent, and it is becoming more and more popular. In particular, young people between the ages of 20 and 30 most like to participate in music festivals held by beverage companies.

In South Korea, in addition to the ubiquitous churches and bars, coffee shops are the second. South Korea does not produce a single coffee bean, but it is one of the countries that drink the most coffee in the world, ranking 13th among the coffee consumers in the world. South Korea has the sixth largest number of Starbucks stores in the world, just behind the United States, Canada, Japan, Britain and China. It is reported that coffee beans (Coffee Bean), Pasgooch, HOLLYS, Angel-In-Us and other large and small coffee shops open almost every day in South Korea.

In fact, cafes do not have a long history in South Korea. They sprang up in the 1950s to meet the leisure and entertainment needs of the US military stationed in South Korea after the war. At that time, most of the cafes were concentrated near the US military barracks, but they were not called cafes. It's called a Korean house or teahouse. After that, coffee became more and more popular, and coffee shops were everywhere, and coffee was available almost everywhere, including streets, school restaurants, club stations, and even inside and outside the bustling long-distance bus station. Of course, a variety of reasons contributed to the rise of coffee shops in South Korea. Perhaps one of the reasons is that South Koreans are stressed at work and have a fast pace of life. They need coffee every day to refresh and refresh themselves, and cafes become the best inns to replenish their energy or rest.