Coway announced it has hired the seven-member South Korean boy band BTS to promote its products worldwide.
The deal is part of the company’s efforts to boost its customer numbers and leverage the band’s popularity to reach a wider audience through different digital content that will appeal to younger consumers.
“We decided to hire global artist BTS as our representative model as this is an important year for Coway,” an official from Coway stated. “This year the company aims to expand the synergy with Netmarble to grow into an environment-friendly home appliances company in the global market.”
BTS will appear on the company’s promotional materials, including TV commercials and video ads on social media, and will promote the company’s services and products.