Hallyu – An Effective Method for Marketing and Advertising in Asia

In 2012, A Korean song called “Gangnam Style” went viral on YouTube with more than a billion viewers at the time. People in western countries including America started to pay attention to South Korean Music. However, for young people in South and Southeast Asian countries, KPOP or Korean Pop Music was not something new to them. As a matter of fact, KPOP has dominated in many Asian countries since the early 21st century.

KPOP, together with Korean TV dramas and movies, is referred to as Hallyu or Korean Cultural Wave in Asia. The popularity of Korean TV dramas, Korean pop music, and their associated celebrities has made a strong influence on the Asian consumer culture. When travelling to China, Thailand, or Vietnam, it is very common to catch a high school student decorating her backpack with pictures of a well-known Korean pop star.

Especially, Korean TV dramas are very popular not only among teenagers but also among adults in Asian countries. When a popular Korean drama is aired in an Asian country, people tend to buy any products that are used by their favorite characters in the drama. The Korean products, from electronic products to food, therefore quickly become popular in many Asian countries. Understanding the big impact of Hallyu in Asia, many Korean companies has collaborated with Korean leading entertainment companies such as SM and YG in order to use the famous celebrities from these companies to endorse their products. Hallyu or Korean Cultural Wave therefore has become an effective method for marketing and advertising not only for Korean companies but also for any international corporation that plans to enter the South and Southeast Asian markets.

The reason KPOP has become so popular in Asia is that it features Korean idols that are good-looking and have independent personalities. Korean pop stars are also the symbols of beauty and fashion for their young Asian fans to follow. The Korean stars are extremely good at communicating with their fans in order to be close to them through social media. They like to reveal their normal lives to their fans to show how they live and what they eat, wear, or use in daily days. International companies can use their “fan services” as a tool to promote their products. For instance, a fashion company can contract with a KPOP star to wear their clothes either on stage or in daily activities. Food companies can also take advantage of this “fan service” as well. For example, a fast-food restaurant company can contract with a South Korean channel to have their restaurants appear on its up coming TV drama. If the drama turns out to be a hit when it airs, then the promotion campaign will be successful not only in Korea but also in many other Asian countries.

The Korean Wave has become a global idea for marketing and promoting in Asia. However, when using the image of a well-known Korean star to promote and advertise in another Asian country, companies must necessarily make changes in the campaigns in order to better fit the traditions and cultures of a specific country like China or Malaysia. The reason is that different countries have different cultures and traditions, and the promotions need to be adjusted into these traditions and cultures no matter how famous the Korean Cultural Wave is. One more thing to be noticed, the price for hiring a famous Korean celebrity is of course very high. Companies need to plan carefully before launching a marketing campaign with a well-known Korean star. Up to now, the use of Korean stars for promotion is most effective in prosperous countries like China and Japan. For less developed countries like the Philippines or Vietnam, the payoff may not turn out to be very well even though the Korean Cultural Wave is also very popular in these countries.

Asian TV Channels Available In The USA

Asian TV channels now available in the United States can enhance the viewing pleasure of many Asian Americans. Keeping up with events in their homeland is as easy as turning on the tv. There are a lot of channels available now from Directv and Dish Network. So for those who are not aware of them, we have Korean and Vietnamese channels. They are listed below.

DirecTV Korean

CTS is a premium network which brings to you 24 hours of Korean Christian programming, including sermons, testimonies, praise and worship, documentaries and news.

MBC One of the most watched channels, MBC is a 24 hour Korean broadcast network. Catch some of the most popular children’s programs, latest news and drama everyday.

SBS Stay in touch with what’s happening in Korea through this 24 hour channel with latest information, variety shows, and hit dramas.

SBS Plus Catch the best of Korean “Halliyu” with popular drama, movie programs, and other original programs – 24 hours a day.

YTN Korea’s first round-the-clock news network.

Directv Vietnamese

SBTN Saigon Broadcasting Television Network is the first 24-hour Vietnamese programming network in America which broadcasts a great mix of news, sports, variety, movies, talk shows, children’s programming and more – all in Vietnamese.

TVB Vietnam Catch up on the best TVB dramas and telemovies from past and present dubbed in Vietnamese including themes such as martial arts, costumes, episodic, modern action and situation comedy.

VHN–TV A visual treat for those of you who want to get acquainted with the Vietnamese customs and traditions, this channel believes in creating awareness and education. Features news, drama, education, public service, comedy (traditional and contemporary), entertainment and variety programs.

Dish Network Korean

ARIRANG TV broadcast live from Korea 24-hours-a-day, Arirang TV showcases entertaining and informative programs for viewers of every age and background. Programming includes Korea’s latest box office releases, news, sitcoms, dramas, quiz shows, financial updates, music, documentaries and current affairs programs.

BTN is a 24-hour Korean-language Buddhist channel. BTN’s programming includes Buddhist news, ceremony, priesthood, worship, mass, world temple tour, vegetarian cooking, meditation, yoga, missions and much more from Korea.

JSTV is the #1 rated 24-hour-a-day Korean-language Christian channel in North America. JSTV’s programming includes Christian related news, business, music, bible studies, gospels, worship services and much more. JSTV will also broadcast locally produced programs and programming from the Korean broadcasting channel commonly referred to as CBS.

KBS WORLD, a Korean-language channel with English subtitles, is a general entertainment channel which is the oldest and most popular broadcasting station in Korea. Programming includes the most watched news, sitcoms, dramas, documentaries and current affair programs.

ONGAMENET is a top-rated 24-hour Korean-language gaming channel. Ongamenet’s programming includes gaming industry news, video games, pro-gamer league, competitions and other game-oriented programming straight from Korea.

WOW-TV is a 24-hour-a-day Korean-language business news channel broadcast from Korea. WOW-TV’s programming includes economic updates, the latest stock market information, real estate, e-business, news and much more.

So there you have it, 14 different channels. Entertainment for the whole family, young and old alike. Instead of seeing a five minute clip of news from the Asia, watch indepth coverage of the same event. It’s like bringing your homeland in to your livingroom.

Channel Management Solutions to Challenges

In the IT industry, software publishing enterprises are the ideal market in need of channel services to boost sales revenues. Channel management solutions are necessary to facilitate the relationship between the software vendor and the channel partners. Channel managers are tasked with developing the partnership and streamlining the sales process by channels.

In channel management these tasks are essential:

• Handling relationships – There are generally three parties involved in channel sales: the vendor, reseller or partner and the customer. The margins, credit limits, product price list, terms, etc, must be set. Proper pricing is crucial. It must not be set too high or too low and neither should the margins that affect the final price consumers pay for. Aside from pricing issue, the products have to match the resellers. High value products for example need to be assigned to VARs or Value Added Resellers who have previous experience in selling these kinds of products.

Conflict management comes into play especially between partners. One of the most prevalent challengers in channel sales is too much competition. Sometimes even the vendor would pull the rug out from under a partner when it sees an opportunity to reap the profits for themselves. Stealing leads are frowned upon but not unheard of in the industry.

• Product management and order approval – When leads push through, then the vendor must have the capacity to deliver the product to the end users. Included in this task is the delivery of license key since the product is software applications. In international markets, like Asia or Europe, the prices on the software may differ to reflect the market. It is imperative that resellers be recruited from countries where the product is being sold because they would be more efficient in selling the product since they know the language and has presumably built their reputation locally.

• Payments processing – There must be standard operating procedure for generating invoices and handling payments. One of the biggest hurdles in channel sales is on time payments from customers. It is important to reconcile the accounts or else it is a loss for both the vendor and the partner.

• Report Generation – These are unavoidable tedious paper work for channel managers that consume valuable time. They are required however, so companies can gain valuable insight to how they are progressing as far as channel sales goes.

A Partner Relationship Management or PRM tool can provide solutions and help in with these tasks of channel management. PRM offer features that would make the job of channel management a lot easier:

• Set partner levels or tiers – Vendors with hundreds of different channel partners would be at a loss on how they can differentiate the low-performing resellers from the high-performing resellers. With a fully automated system, resellers’ performance are transparent and based on the information, resellers can be awarded silver, gold or platinum status.

• Training, support and marketing materials – With a comprehensive PRM channel management solution, partners will have a valuable resource for product information, and marketing materials to use in generating sales.

• Automated reports – Manual tallying of sales is eliminated because the report is automatically generated. Channel managers and resellers will be allowed to focus on a more important task which is selling.

• Channel management conflicts are averted because with features like lead registration, partners will avoid competition with each other for the same business.