Food brands cash in on fandom as star-driven marketing takes hold

South Korea's food industry is tapping into fandom culture to drive purchases among the MZ generation, with so-called "fan-heart marketing" — linking products to stars beloved by their fans — emerging as a major trend.

Orion has seen a measurable sales boost since signing actor Park Ji-hoon as a brand model in May, according to industry sources. Park played Crown Prince Danjong in the film "The King's Warden." New member sign-ups on the Dr. You Mall rose 40 percent year-on-year in May following the appointment, and sales of Dr. You Jeju Volcanic Water more than doubled.

Orion has also rolled out limited-edition marketing to stoke fans' desire to collect. The company released photo cards and stickers bearing Park's image, limited-edition packaging and branded merchandise, effectively turning an everyday consumer product into part of fandom culture. For many buyers, purchasing the product has become less about the drink itself and more about showing support for their favorite star.

A Jeju Volcanic Water photo card package sold through Orion Mall sold out within a day of launch, and a Park Ji-hoon bromide merchandise giveaway for regular delivery customers was fully claimed within three days. Following the bromide event, the number of regular delivery subscribers for Dr. You Jeju Volcanic Water grew by 50 percent.

The fan-driven marketing approach is spreading across the food industry. Companies selling ramyun, beverages, chicken and ready-to-eat meals are signing idol groups, actors and sports stars as brand models to broaden their reach among younger consumers.

Chicken franchise Genesis BBQ Group recently named Felix, a member of idol group Stray Kids, as its new brand model. Stray Kids has built worldwide popularity, including eight consecutive No. 1 albums on the Billboard 200.

Dessert brand Yoajeong recently signed global K-pop group Tomorrow X Together as its model to attract younger consumers. After the advertisement was released, fan-driven content about the brand spread widely online, drawing strong attention. Coffee chain Mega MGC Coffee has also been broadening its consumer reach through promotional videos and merchandise events since signing soccer player Son Heung-min as its brand model.

"The MZ generation tends to prefer consumption that goes beyond simply buying a product — they want to experience a brand together with the stars they love," an industry official said. "Fandom marketing using star models is proving to be an effective strategy not only for raising brand awareness but also for building a loyal customer base."