The Many’s New Campaign for Beloved Korean Food Brand Otoki’s Jin Ramen Stars Superstar BTS’ Jin in K-Drama

American fans of superstar Jin, of 21st century pop icons BTS, and Korean ramen are the immediate targets for a new campaign from Santa Monica-based agency The Many. Otoki, one of the biggest food companies with 56 years of experience and leadership in 31 Korean food categories, is eager to replicate their flagship Jin Ramen’s popularity in the U.S. and globally. The first efforts of the digital, social, and out-of-home campaign are focused on Los Angeles and New York DMAs.

The goal is to make Jin Ramen the ramen of choice and increase sales by driving awareness, trial and advocacy. The Many has taken that mission to heart and is proud of the campaign matching BTS’ star Jin’s icon status along with the bold new packaging of Jin Ramen.

The Many’s overarching strategy is to connect cultural and food occasions with the intense craving for ramen and the intense fandom of BTS’ Jin. 

Maggie Cadigan, Managing Director at The Many shares, “We’ve got a secret weapon to meet our target audience: BTS’ Jin. He gives Jin Ramen the spotlight it deserves. People are ALWAYS craving ramen because it’s comforting, uplifting and satisfying and no other brand delivers better on this craving than Jin Ramen.”

Borrowing from the hallyu (Korean wave) sensation, the campaign kicks off with a wildly imaginative hero spot “Jinjja Love” featuring a fun and unpredictable “ramentic”  love story with BTS’ Jin and sumptuous visual effects that drive the delight of Jin Ramen in true K-drama fashion. Featuring BTS’ Jin charming self in a playful fantasy-style spot showcasing the new Jin Ramen packaging itself quite literally with a twinkle as the heroic conclusion. The entire campaign will feature the same bold visuals, vibrant colors and romance.

The social and digital program is slated to run through August and will initially appear on TikTok, Meta, YouTube and Amazon. The effort includes a hero :60 spot, a suite of OOH, and a number of social and digital assets. Ultimately, this will be an integrated (digital video, social, creator, and OOH) global campaign.

Henry Chae, Marketing Director at OTOKI America shares, “This is a love story between BTS’ Jin and Jin Ramen – borrowing iconic elements of our favorite K-dramas to create a fun and unpredictable ‘ramenticlove story’ between a global icon and a craveable food.”

Source: The Many

  Advertising, BTS, Campaign, Jin Ramen, Marketing, OTOKI, The Many