South Korean banks tap K-dramas, reality shows for younger customers

Banks in South Korea are ditching traditional marketing for K-dramas and reality shows to capture the attention of younger consumers. This unconventional strategy is proving successful, drawing millions of views online.

KB Kookmin Bank launched a four-part K-drama, "K-Industry Begins," starring Kim Nam-gil as a deputy general manager helping businesses and individuals. The series subtly integrates financial products and corporate banking services into its narrative, aiming to educate viewers on complex financial concepts while promoting the bank. The first episode alone attracted around 1.4 million views.

Woori Card, part of Woori Financial Group, introduced a dating reality show called "Starting Today, Woori." The show features employees living together and seeking romance, mirroring popular dating programs. It incorporates Woori Card's products, such as offering discounts for food delivery. This approach helps financial institutions shed their conservative image and engage with millennials and Gen Z, key target demographics.

Financial institutions are also adapting to the rise of short-form content, recognizing that younger consumers prefer bite-sized videos. KB Kookmin Bank's "Half And Half House," a short-form drama about rental fraud, exemplifies this shift, surpassing 1 million views. These innovative marketing tactics highlight a broader industry effort to connect with a new generation of consumers.