BBQ Targets Millenials and Gen Z in the U.S. with Korean-Language Ad to Promote K-Chicken
Daniel Kim Views
Genesis BBQ Group announced on the 3rd that it is launching a YouTube ad that combines exclamation about BBQ Chicken and Korean expressions, specifically targeting the U.S.-based Millennials and Gen Z.
This advertisement is the first to be run in the U.S., and it has been released in two versions through the official U.S. BBQ YouTube channel.
The ad, which begins with the phrase “How to speak Korean fried chicken,” describes the taste of BBQ Chicken with sentences like “This is the crispiest chicken in the entire world ” and “Kind of spicy, kind of sweet… my new obsession”.
“The expression “폼 미쳤다(form crazy)” meaning amazing or awesome, and the word “최애 (first favorite)” referring to one’s favorite member, originated from idol fan culture are trending neologisms among the Millenials and Gen Z in Korea.”
K-pop inspires the background music accompanying the cooking scenes.
The advertisement has been running on YouTube, Google, and Meta since last month, and the company plans to expand its advertising effects by extending to influencer marketing centered on TikTok later this year.
A BBQ official said, “BBQ’s U.S. ad shows that food is the most powerful K-culture that transcends the barriers of different languages.”
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