K-pop group RESCENE propels Narangd Cider sales up 48%
In the hyper-competitive market for zero-calorie beverages, companies have long sought the elusive formula that turns casual drinkers into brand devotees. Dong-A Otsuka, one of Korea’s prominent beverage manufacturers, appears to have found it in the rising trajectories of a young K-pop group. Dong-A Otsuka said Monday that sales of Narangd Cider Zero, its flagship zero-calorie carbonated soft…
Dong-A Otsuka, a major beverage manufacturer in South Korea, attributes a 48% surge in sales of Narangd Cider Zero to the appointment of the K-pop group RESCENE as brand ambassadors. This increase in sales was observed from July 21 to Aug. 21 compared to the same period last year, across major online retailers, Dong-A Otsuka's direct-to-consumer digital storefront, and convenience stores nationwide.
Experts in marketing suggest that the alignment of RESCENE's image and target audience played a crucial role. The five-member group, which debuted in early 2024, has swiftly built a dedicated fanbase with a persona centered on authenticity and straightforward charm. This image seems to have struck a chord with health-conscious younger consumers who make up a significant portion of the consumer base.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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- K-pop group RESCENE propels Narangd Cider sales up 48% koreatimes.co.kr
