K-pop group to partner Cheil at Cannes Lions

Cheil Worldwide Korea are teaming up with top K-pop stars 2NE1 for their seminar at this year’s Cannes Lions International Festival of Creativity.

Cheil will show how digital technology has driven the “Korean wave”; how K-pop is taking over the world through digital and social media; and what it means for advertising.

K-pop has been popular in Asia for several years but its increasing popularity in other parts of the world is a more recent phenomenon. Cheil will demonstrate how the online world created stars and successes and how K-pop fans around the world have built their own dynamic community without a huge launch budget.

SJ Kimm, Regional President of Cheil Worldwide Southeast Asia, will address how K-pop presents a new potential for global contents marketing. “K-pop has already established itself as one of the most sought-after marketing properties in Asia. The implication for the rest of the world is that it will provide marketers with a unique and differentiated marketing platform”, said Kimm.

2NE1 will tell their own story about how they have emerged on the global stage with the help of digital media – and also promise a demonstration of the talent that has taken them to the top of the K Pop tree.

This is the fifth year that Cheil has delivered a seminar at the Cannes Lions – all featuring stories that showcase Korea’s leadership in digital technology and communication. The seminar will take place in the Palais des Festival, Cannes, on Monday June 18 at 17:30.