Author: Minhee Choi

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Soccer Beyond the Stadium

By examining pop-up events targeting soccer fans, we explore how brands transform soccer fandom into brand fandom.

• The FC Seoul vs FC Barcelona pop-up created a space where fans could carry the matchday spirit into everyday life.
• Nike’s TOMO Seoul: At TOMA Seoul, Nike seamlessly combined street soccer tournaments with a cultural marketplace
• K League × Zootopia Pop-Up Store: The league partnered with a global IP to attract new audiences and expand its fan base.

Image Source: Lotte World Tower Instagram

RISING ICON

Discovering up-and-coming brands and artists.

Racing Within Reach
Living the New Racing Lifestyle

Racing, once considered out of reach, is now becoming an integral part of everyday life and culture. Blurring the line between sport and lifestyle, it is emerging as a new lifestyle.

• Racing within reach, living the new racing lifestyle
• <FAT KARTING LEAGUE>
  : Paving a new path to F1
• <NISMO ELECTRIC RACER TOKYO>
  : Capturing racing vibes in pixels
• <RACE SERVICE>
  : Customizing Everyday Life With Racing

Image Source: Nismo website

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Brands Bringing Retro Back

Amid the irony of digital-native generations yearning for eras they never experienced, brands are leveraging nostalgia as a powerful driver of innovation.

• Nintendo – “Switch 2 SNES Commercial”
• Levi’s – “Launderette Reimagined”
• McDonald’s – “The Return to McDonaldland”
• Kellogg’s – “See You in the Morning”
• Daesang Wellife NUCARE – “High Kick Through the Roof Reunited”
• Kooksoondang BAEKSEJU – “Ode to Adulthood”

Image source: McDonald’s

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

How Brands Leverage the Summer Season

We spotlight pop-up events that capture the essence of a cool and vibrant summer to explore how brands are effectively creating sensory experiences to deliver brand messages.

• K-beauty brand Torriden is running an experiential pop-up, the Torriewave Club, designed around the concept of summer hydration.
• Hu’i Hu’i Maui – Hyundai Department Store has brought the spirit of a Hawaiian summer to its space.
• Samyang Foods appeals through a cleverly themed pop-up event that pairs ramen with water activities at swimming pools.

Image Source: Torriden Instagram

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

How Brands Are Capturing the Runners’ Vibe

As running’s popularity shows no signs of slowing down, brand campaigns attuned to the running culture and the highs and lows of runners are earning the spotlight.

• Nike – “Winning isn’t comfortable”
• Darn Tough – “For Running Highs and Lows”
• Heinz – “Run on Heinz”
• Michelob ULTRA – “Shade Tracker”
• Craft Sportswear – “The Routine Effect”
• Distance Short- “Rob it to get it”

Image source: NFL Website

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

The Last Resort
Seoul International Book Fair 2025

Held from June 18 to 22 at COEX in Seoul, the 2025 Seoul International Book Fair came at a time of renewed cultural focus on reading, spurred in part by novelist Han Kang’s Nobel Prize in Literature. Here’s a closer look at this year’s event.

• Main exhibitions at SIBF 2025
• Standout booths and programs that captivated visitors
• Unexpected exhibitors surprise visitors at SIBF 2025

Image Source: Seoul Internatioanl Book Fair Website

ISSUE DISCOVERY

Analyzing selected marketing topics.

Beyond SEO
GEO(Generative Engine Optimization)

Discover how GEO (Generative Engine Optimisation) goes beyond traditional SEO (Search Engine Optimisation) to reach consumers in the age of AI.

• The concept of GEO and how it differs from SEO
• Why GEO matters
• Detailed criteria for effective GEO
• What GEO means for branding and marketing

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Cannes Lions 2025

The Cannes Lions International Festival of Creativity 2025, the world’s largest and most prestigious advertising festival, kicked off on June 16 in Cannes, France.

• [Audio & Radio Lions Grand Prix]
  One Second Ads – Budweiser
• [Entertainment Lions For Music Grand Prix]
  Tracking Bad Bunny – Rimas Music
• [Design Lions / Digital Craft / Brand Experience & Activation Lions Grand Prix]
  Caption with Intention – Academy of Motion Picture Arts & Sciences – Rakish – Chicago Hearing Society
• [The Dan Wieden Titanium Lions
  Direct / Creative Business Transformation Lions Grand Prix]
  AXA – Three Words
• [Media Lions Grand Prix]
  Dove Real Beauty Redefined for the AI Era
• [Creative B2B Lions Grand Prix]
  B2B: Act Like You Know – GoDaddy Airo
• [Print & Publishing Lions Grand Prix]
  Price Packs – Penny
• [Creative Data Lions Grand Prix]
  Efficient Way to Pay – Consul Appliances

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Spaces Fill with Baseball’s Breeze

Baseball culture in Korea is evolving. With a growing fan base for the professional league, the sport is now enjoyed far beyond the stadiums. This April, a wave of baseball-themed spaces is capturing the hearts of fans, celebrating the grand opening of the KBO season.

• Encounters with baseball beyond the field
• A baseball festival offered by KBO and a fashion platform:
  GO TEAM MUSINSA KBO FAN FESTA
• SSG Landers baseball experience curated by the Club’s Owner: 2025 Landers Shopping Festival Baseball Field
• With the support of Everland’s iconic Bao family, Everland Samsung Lions store.

Image Source: Musinsa

ISSUE DISCOVERY

Analyzing selected marketing topics.

CEP: The New Connecting Links of Brands

Category Entry Points (CEPs) refer to the various cues or triggers that help consumers recall a brand when they are about to purchase a product or service. This concept is gaining significant attention as a new brand strategy aimed at entering the moments when consumers make choices.

• CEPs are cues that prompt consumers to think of a product category or specific brand.
• The more diverse CEPs a brand establishes, the greater its potential to increase customer acquisition and reduce attrition.
• Brands can establish new CEPs through their products and services.
• Brands can also establish new CEPs through brand communications, such as advertising campaigns.
• Ways to Build and Manage CEPs

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Product Placements Today

Today, brands aim to become part of the story—woven in cleverly and naturally to leave a lasting impression on consumers. Ads That Have Become Part of the Content.

• [Webtoon]
  Naver Webtoon × Stone Island
• [Streaming Platform]
  Netflix Squid Game 2
• [Game]
  PlayStation × Sony, Adidas, Porsche
• [Animation]
  Teenieping × Hyundai Motor
• [Declared Ad]
  GS25 Snack × Samsung Life
• [Declared Ad]
  Short-Form Creator × Crocs
• [Virtual Product Placement in an Unscripted Show]
  CJ ENM × Maeil Dairies
• [Virtual Product Placement in Sports]
  UEFA Europa League 2024
• Rocket – Own the Dream

Image source: NFL Website

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

A Temporary Good Night, T Factory

For the past four years, SK Telecom has hosted exhibitions with unique themes in the Hongdae area. However, this chapter is coming to an end as T Factory prepares to relocate to Seongsu. SK Telecom interpreted the move through its final Hongdae exhibition as fairies getting ready for bed to mark this transition.

• Special missions for the Fairies’ quality sleep
• A starlight experience where dream meets technology.
• T Factory: Creating branded experiences.

ISSUE DISCOVERY

Analyzing selected marketing topics.

The Multiplier Effect of Brand Advertising

Performance advertising, when used in isolation, has its limitations. Let’s explore how brand advertising creates a multiplier effect that addresses these limitations and maximizes overall impact.

• Imbalanced advertising strategies and growth slump.
• Limitations of performance advertising.
• The multiplier effect of brand advertising: amplifying the impact of performance advertising.
• The multiplier effect model and execution strategies.
• Key considerations for executing a “Brand × Performance” advertising strategy.

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Super Bowl LIX Marketing Trends

Let’s dive into the creatively charged campaigns showcased during Super Bowl LIX on February 9.

• Jeep – Owner’s Manual.
• Mountain Dew Baja Blast – Kiss From a Lime.
• Ram – Drive Your Own Story.
• Hellmann’s – When Sally Met Hellmann’s.
• The Bridge – Santa is not waiting for January, why should you?
• Duracell – Brady Reboost.
• Homes.com – Not Saying We’re the Best / Still Not Saying We’re the Best.
• Google Pixel 9 – Dream Job.
• Rocket – Own the Dream

Image source: NFL Website

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

innovative transformations in golf spaces

Golf is no longer a symbol of a luxurious hobby reserved for the wealthy. As golf becomes a mainstream pastime, the barriers to entry are lowering, and golf spaces are evolving to offer novel experiences.

• Expansion of Various Experiences Offered by Golf Spaces
• TGL SoFi Center: a golf stadium marked by
  cutting-edge technology.
• CGV the Approach: When a movie theatre meets indoor simulated golf.
• CASACADIA Golf Club: Challenging tech-savvy golf spaces
  with philosophy and content.

ISSUE DISCOVERY

Analyzing selected marketing topics.

A Wave of Chinese Brands Is Making Its Way In

Across industries ranging from home appliances and retail to automotive, Chinese brands are approaching Korean consumers with not only cost-effectiveness but also higher-than-expected quality.

• Chinese brands often view entering the Korean market as more than just an opportunity to expand their reach.
• Automotive – Chinese EVs lead the charge into the Korean market.
• Home Appliances – Xiaomi and Roborock are successfully overcoming the long-held perception of Chinese brands as low-priced options and building a strong Korean market presence.
• Food and Retail – Chinese food and retail brands are gradually increasing their market share.
• Impact of Chinese Brands’ Entrance into the Korean Market and Counter Strategies – Triggering quality competition, market diversification and differentiated services.

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

new year’s resolutions

As the new year begins, brand campaigns that support and encourage everyone to set new resolutions are striking a chord with consumers.

• Duolingo – The New Year Actually Starts on the 2nd of January.
• CLASS101 – It Was a Great Choice to Subscribe.
• McDonald’s – See You Tomorrow Morning.
• ABC Fine Wine and Spirits – Dry January 2025.
• The Bridge – Santa is not waiting for January, why should you?
• Apple – Quit Quitting.
• Dove – New Year’s Unresolution.
• RXBar – B.S Blocker Truck.

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Art in Life, Life in Art

The house of an art collector exists somewhere between a gallery and a home

The exhibition ‘Art in Life, Life in Art,’ hosted by D MUSEUM in Seongsu, illustrates how individual preferences in art and life can merge into a singular, cohesive space.

• Making their way through the first house, SPLIT HOUSE,
  visitors can discover the aesthetics of a son and his mother that seem distinct yet similar.
• The second house, TERRACE HOUSE, harmonizes the artistic portrayal of landscape and nature with a comfortable living space.
• The last house, DUPLEX HOUSE, is portrayed as a giant duplex housing a wide spectrum of artworks.

ISSUE DISCOVERY

Analyzing selected marketing topics.

Connected TV (CTV) Ad

The Digital Transformation of TV Advertising

Connected TV (CTV) ads refer to advertisements delivered via internet-connected TVs and streaming services. The emergence of CTV ads has been driven by the widespread adoption of smart TVs and the rapid growth of streaming platforms like Netflix. Let’s explore CTV ads, which are evolving by combining the best of traditional TV commercials with the benefits of digital advertising.

• Internet-connected TV advertising, powered by smart TVs or set-top boxes, is now gaining significant attention
• CTV ads are emerging as a core channel in TV advertising and marketing communications.
• CTV advertising can also enhance the effectiveness of performance marketing.
• Brands should consider the following guidelines when devising a CTV advertising strategy.
• A helpful tool in predicting market performance and assessing the impact of communication strategies.
• Brands should be aware of making a mistake by relying
  solely on share of search or ignoring external factors when deciphering outcomes.
• CTV advertising’s automation and efficient production technologies will continue to advance.

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Holiday Wonderland

Let’s explore the creative ideas of department store brands and how they bring the festive spirit to life through Christmas marketing.

As the holiday season quickly approaches, department stores in Korea and around the world are captivating consumers with festive marketing. From vibrant displays to unique campaigns, they’re spreading the holiday cheer in exciting ways.

• Department stores add imagination to stage enchanting fairy tales while promoting messages of sustainability.
• The magical touch of the holiday season shaped by tradition and heritage offers a truly special experience.
• Department stores in Korea are weaving their own unique holiday stories, integrating signature elements.
• Incorporating each brand’s unique identity, department stores have used vibrant lights to craft dazzling Christmas experiences.

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Media Art Exhibition by the Kansong Art and Culture Foundation

Korean Immersive Art Reimagined by the Kansong Foundation

The Kansong Art and Culture Foundation has opened a new chapter in Korean art history. The foundation recently launched an immersive media art exhibition focused on Korea’s traditional cultural heritage.

• Transcending time and space with breathtaking video art and narration.
• Experiencing pieces by Joseon’s greatest artists through the
  five senses.
• Time-travelling to Joseon through AI and digital technology.

Image source: DDP

ISSUE DISCOVERY

Analyzing selected marketing topics.

Understanding Share of Search

Exploring the Value and Strategic Use of Share of Search Data

Share of search refers to the proportion of search queries for a particular brand on a search engine compared to its competitors. One of the major advantages of share of search is that it can be measured easily and without additional costs—just a few clicks can provide data.

• Measuring the proportion of search queries for a specific brand within a category is simple and convenient to collect.
• A comprehensive awareness metric and a tool for measuring mental availability.
• By examining the share of search, we can also estimate a brand’s level of market share.
• Offering valuable insights into a brand’s market position, as well as an in-depth understanding of the circumstances the brand is facing.
• A useful tool in predicting market performance and assessing the impact of communication strategies.
• Brands should be aware of making a mistake by relying
  solely on share of search or ignoring external factors when deciphering outcomes.

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

pDOOH(programmatic DOOH)

With cutting-edge technologies applied to OOH, advertising is now evolving into digital OOH (DOOH).

Programmatic advertising combines programmatic technology and automation to target and automate ad exposure. As programmatic technology is increasingly adopted in the world of out-of-home (OOH) advertising—which traditionally involved unilateral delivery to unspecified mass audiences—this innovation is transforming OOH advertising, pushing it beyond its traditional limitations.

• By delivering tailored content according to weather conditions, advertisements can now offer experiences more relevant to the audience.
• Brands can also capitalize on the location of digital screens to deliver contextual experiences tailored to individual consumers.
• By adjusting ad creatives in real-time based on the time of day, brands can deliver highly time-sensitive advertisements.
• By utilizing customer data, brands can achieve precise targeting and more efficient media operation.

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

NOTHING BUT A ‘G’ THANG:
THE ART & ARCHIVE OF G-DRAGON

Let’s explore this collaboration, where G-Dragon’s artistic vision merges with JOOPITER’s universe, crafted with Pharrell’s creative touch.

Global artists Pharrell Williams and G-Dragon have teamed up. On JOOPITER, Pharrell’s digital auction platform, G-Dragon unveiled a special collection of his personal items to the public.

• A unique collection of G-Dragon’s personal items, reflecting his distinctive taste, and JOOPITER’s limited-edition collaboration collections were unveiled
• Glamorous and bold pieces customized by G-Dragon captured the spotlight.
• Paintings created by G-Dragon offered a glimpse into his artistic vision.

ISSUE DISCOVERY

Analyzing selected marketing topics.

Marketing Mix Modeling

Let’s explore Marketing Mix Modeling (MMM)

In an increasingly complex consumer environment, the campaign activities of brands and businesses are expanding. In light of this evolving marketing landscape, MMM is a tool that helps companies comprehensively analyze the outcomes of various campaigns and efficiently allocate their budgets.

• MMM is gaining attention as an accurate and realistic method for analyzing marketing performance.
• A tool for optimizing marketing execution is developed through the stages of data collection, performance analysis and systemization, and modelling.
• It helps manage business performance through accurate analysis of marketing activities.
• Rapid technological advances are driving the evolution of MMM.
• There are several factors to consider for the successful implementation and management of MMM.

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

MAD STARS 2024

Creative Solutions Sparking Change

GMAD STARS 2024, Korea’s only international advertising festival, held its grand opening in Busan this past August and concluded with great success. This year, the event particularly stood out for recognizing campaigns that presented creative solutions and leveraged cutting-edge technologies to drive social change. Among the many innovative ideas showcased at MAD STARS 2024, let’s take a closer look at some of the award-winning campaigns that deserve our attention.

• Campaigns that created real-world impact by offering simple yet effective solutions rooted in social responsibility were especially recognized at MAD STARS 2024
• Projects that emphasized sustainability through creative approaches, leaving a positive impact on future generations, were also in the spotlight.
• Creative campaigns that found new ways to communicate with consumers through ingenious ideas aligned with the social and cultural environment were also highlighted.
• Some campaigns successfully built trust and sparked positive perceptions by showcasing brands’ unique technologies and distinctiveness, effectively challenging consumer stereotypes.
• Messages aimed at improving the quality of life for people with disabilities and encouraging their social engagement through innovative technologies that overcome physical limitations stood out.

SPACE-EX

Visiting trendy places to look for the reasons for the popularity and insights.

Step Into Your Favorite Game’s Universe The Valorant Champions Seoul Pop-Up

Let’s visit the Valorant Champions Seoul pop-up, which offers an opportunity to step into the game universe.

Valorant is a first-person shooter (FPS)* that has recently become a favourite among teenagers. The fourth edition of the Valorant Champions, the game’s most prestigious world championship tournament, is being hosted in Seoul and Incheon this month.

• The Valorant Champions Seoul pop-up, recreating the game universe in real life
• Valorant: Eyeing the title of the new mainstream game
• Champions Square: Welcomed by Jett and a new agent
• The Champions Night Market Event Zone: Experiencing the blurring boundaries between the Valorant game and real-world

ISSUE DISCOVERY

Analyzing selected marketing topics.

The Golden Age of Live Commerce

Content Curation

Live commerce has been experiencing remarkable growth recently. It is now preparing for another leap forward, blurring the traditional lines between TV-focused home shopping and mobile-based live-streaming commerce.

• Media commerce, which intricately weaves together retail, marketing, and sales into a single platform, is emerging as a
  crucial topic today
• Live commerce is being redefined as a hybrid shopping experience that seamlessly crosses the boundaries between online and offline
• Live commerce is moving beyond the traditional format of live-streaming shows dedicated to selling products; it is evolving to strengthen the emotional bond with consumers
• Live commerce is reaching out to customers by integrating live-streaming shows with short-form content, catering to the latest trends

CREATIVE HIGHLIGHT

Introducing attention-grabbing creatives.

Guerrilla Campaign

Guerilla marketing is intruding into our peaceful daily lives, offering unusual experiences through various media, from performances to large sculptures and OOH advertising.
Let’s explore brands’ guerilla campaigns, which leave a lasting impression by appearing suddenly in unexpected ways.

• Musinsa Standard
  : Musinsa Standard effectively promoted its events and products through guerrilla marketing Musinsa
• Twisters
  : By installing objects that appeared to have been destroyed by tornadoes in the streets of neatly organized cities, the campaign generated significant buzz
• Squid Game Season 2 & Alien
  :Romulus: Through performances that drew audiences into the universes of various popular franchises, the release dates of their sequels were announced in impactful ways
• Stand Oil and Piña Oatlada
  : Instead of relying on Fake Out of Home (FOOH) advertising, some brands have creatively used giant props to spark curiosity