P&G Korea Goes All In on Gen Z: A New Era of Talent and Marketing

Procter & Gamble Korea, the U.S. consumer goods giant’s Korean arm, is doubling down on its efforts to connect with Generation Z, both as potential employees and customers.

The company is reshaping its image to appeal to younger demographics through innovative recruitment strategies and targeted marketing campaigns.

Recent data from the Korea Chamber of Commerce and Industry reveals a stark reality: 82 percent of job listings in early 2025 sought experienced professionals, while a mere 2.6 percent were open to recent graduates. This shift has prompted young job seekers to prioritize personal growth opportunities and corporate culture in their employment decisions.

A Job Korea survey highlights this trend, showing that 33.9 percent of workers aged 20–40 would pass on high-paying positions if a company’s values and management style didn’t align with their own. This underscores Gen Z’s growing demand for workplaces that offer mentorship, development, and a sense of purpose.

In response, P&G Korea is ramping up its internship programs, viewing them as a crucial pipeline for future talent. These structured, job-linked opportunities offer promising candidates hands-on experience and potential pathways to full-time roles.

As part of this initiative, P&G Korea recently sent 15 interns to the company’s Asia-Pacific headquarters in Singapore. The four-day trip included mentoring sessions with global executives, career workshops, and tours of cutting-edge R&D facilities, including the state-of-the-art Singapore Innovation Center.

Oh Seo-young, P&G Korea’s HR executive director, emphasized the company’s forward-thinking approach: “Our internships are designed to cultivate future leaders, providing substantial growth opportunities and equipping them for global success.”

The company’s commitment to employee development extends beyond internships. Programs like “early responsibility,” the Leadership Academy, and cross-functional rotations support ongoing growth. P&G Korea’s “Build from Within” policy enables career progression from intern to executive, fostering long-term commitment.

P&G Korea’s focus on Generation Z isn’t limited to recruitment. The company is also revamping its marketing strategies to resonate with younger consumers. Downy, a top-selling brand, recently named K-pop star Jang Won-young of IVE as its ambassador, coinciding with the launch of an upgraded fabric softener. The brand is also running a “#FindDowny” social media campaign through Aug. 15.

In a similar vein, Pampers has tapped popular parenting influencer Ralral as its new face, aiming to connect with millennial and Gen Z parents through authentic, relatable content.