"Knees" will be revived and "Star Refrigerator" will be turned on...Companies, "Advertising is old-fashioned, variety shows are the trend."
Sep 18, 2025
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Recently, Hana Bank has revived the popular MBC entertainment show 'Kneepakdosa' in the past with national MC Kang Ho-dong, world star G-Dragon, and Son Heung-min at the forefront. The new content name is 'The only Dr. Kneepak' It will be a talk show where Son Heung-min, an advertising model of Hana Bank, will appear in person to share his life concerns and behind-the-scenes stories. This has sparked intense interest even before it was released, with the evaluation that it is 'entertainment beyond advertising'.
Hana Bank's attempt is drawing attention as a new challenge beyond just financial advertising. With the global buzz of G-Dragon and Son Heung-min added to Kang Ho-dong's unique speech, Hana Bank revived the knee-jerk' is an expected response. In fact, even though only teasers and posters were released, the number of views rose rapidly and the contents created by the bank are predicting a ripple effect that is hard to believe.
Such attempts have been made before. 'Market Curly' has dominated YouTube with broadcaster Dex's 'Cinterview'. The method of cooking with ingredients in the guest's refrigerator and continuing honest talks is reminiscent of the popular entertainment show in the past 'Please take care of the refrigerator'. TWICE's Sana has already established itself as a popular content, surpassing 10 million views. Viewers naturally consume the brand while accepting the products in the content without burden through the purchase link within the channel.
Samyang Annie, a subsidiary of Samyang, has opened a YouTube channel 'Johnmaat' and is producing original entertainment content 'XYOB' hosted by Park Jun-hyung and Brian. Former White House chef Andre Rush's challenge to Korean spicy taste 'ROAD MEP' is not just a product promotion, but a strategy that puts Korean food culture itself at the forefront. Buldak Stir-Fried Noodles features only one element of the content, and the channel is rapidly growing into an original platform aimed at the global Gen.G. generation.
These days, consumers are not attracted to explicitly exposed advertisements or PPLs, but rather take them unpleasantly. Companies are concentrating on creating immersive content by melting messages in a sophisticated way within the framework of entertainment programs or thoroughly concealing brands. Such attempts are expected to continue more actively in the future.
mj.cho@sportschosun.com
