Coway: BTS to represent home appliances company as its newest brand ambassador

Coway just hired BTS, the current hottest boy band in the world, to be its new official model. The seven-member South Korean idol group inked a deal with the home appliance company to serve as its brand ambassador and promote its products worldwide.

Coway excitedly announced its team-up with BTS on Sunday, March 14. The company signed a contract with Big Hit Entertainment that manages the band.

Choosing BTS as endorsers

The Korea Herald reported that the South Korean company picked BTS as its goal is to make the brand more known in the global market and boost the number of its customers as well. Apparently, Coway is banking on BTS' massive popularity around the world to get its name out to a wider audience.

“We decided to hire global artist BTS as our representative model as this is an important year for Coway,” an official from Coway stated. “This year the company aims to expand the synergy with Netmarble to grow into an environment-friendly home appliances company in the global market.”

As stipulated in the contract, seven members of the BTS group will promote Coway by having their images appear on the company’s promotional materials, such as posters and the likes. The band will also promote the services and products that the firm is offering, including air purifiers, water purifiers, appliances, and mattress rentals.

In addition, BTS will also appear on TV commercials and video ads that will be posted on various social media platforms. The campaign with the boy band’s image is expected to begin at the end of this month.

Global expansion goal

Aside from BTS, it was said that Coway also wants to feature other Big Hit Entertainment artists. It was explained that this is part of their plan to make different digital content in an effort to promote the label and appeal to a younger age group of consumers.

Currently, Coway is South Korea’s no. 1 home appliances rental service company. It was able to attain its highest annual sales last year with KRW3.2 trillion or $2.8 billion earnings. This was the result of the surge in sales overseas, including in the U.S. and Malaysia.

As per Business Korea, Coway is aiming to gain billions of revenues from the international market this year. With its fast-growing business overseas, surely BTS is the perfect choice for its campaign.