On September 1, a South Korean National Assembly discussion highlighted the impressive growth of Korean ramen exports. The key figure behind this surge? None other than BTS‘ Jin. His association with the brand Ottogi and its popular product Jin Ramen made headlines in South Korea’s economic media and gave the company’s revenue a boost.

“Starting from the 2020 award-winning movie Parasite (Jjapaguri) & the advertising model effect of Jin (Ottogi Jin Ramen), a member of BTS, we are showing a significant growth trend,” an official said. These words underscore the power of celebrity endorsements, especially when the celebrity in question is a global sensation like Jin.

The Korea Customs Service reported that ramen exports from the beginning of this year until July reached approximately 522 million KRW. This figure marked a 17.7% increase compared to the same timeframe last year. Despite industry challenges, Ottogi’s revenue surged by at least 15%. Much of this success stems from Jin‘s endorsement. Consequently, in early 2023, Ottogi finally made it into the “trillion won club” (2.43 billion USD). It was established in 1959, but the company only achieved this record-breaking sales figure shortly after partnering with Jin.

Jin, the ‘Next Generation CF King’

Jin Ramen’s export sales hit 326.4 billion won last year, a 19.2% rise from the previous year. This accounts for 10.3% of the total sales of 3.1833 trillion KRW, both domestically and internationally. Notably, the sales of Ottogi’s U.S. subsidiaries also saw a significant boost. For U.S. corporations, there was a 39% year-on-year growth, totaling 92.2 billion KRW. Jin‘s influence played a significant part in Ottogi being recognized as a Korean Representative Brand. On March 29, the BRANDSTARS Selection Committee honored Ottogi with this title.

Just last week, news broke that Ottogi’s overseas sales share surpassed 10% of its total sales for the first time ever. Jin‘s association elevated Ottogi’s status, with his celebrity influence boosting sales and enhancing brand value. In summer 2022, his partnership with video game developer Nexon proved fruitful. MapleStory witnessed a 47% sales surge in the year’s third quarter. Beyond that, Jin participated in events for the game, enhancing fan engagement and interest. This reinforced his appeal as a brand ambassador and influencer. As a testament to his impact, the South Korean media dubbed Jin the “Next Generation CF King.”

Ottogi’s marketing strategy, centered around Jin‘s sophisticated image and warm personality, was a resounding success. Jin Ramen has become a hot favorite, selling out across markets. Today, it’s hard to walk around Korea without seeing Jin‘s face promoting the product.

Beyond the ramen industry

Jin‘s influence isn’t limited to the ramen industry. His solo single “The Astronaut” has been making waves too. Recently, it was featured on the official playlist of Amazon Web Services (AWS)’s 2023 Sales Kick-Off, alongside Western legends like the Beatles, Bruce Springsteen, and Coldplay, who did that song with him. On September 2, “The Astronaut” ranked No. 1 on the Amazon Music Digital Song Bestseller list. It also charted at No. 10 in the Movers & Shakers category, which shows the highest sales in the past 24 hours. This recognition is even more impressive when you consider that the song dropped even before Jin’s enlistment in the military last December.

Jin‘s impact on the ramen industry and beyond is undeniable. His star power, combined with brand collaborations, has set new benchmarks in the world of endorsements. As industries continue to feel the “Jin effect,” fans and experts alike eagerly anticipate his next venture. – K-Pop News Writer

Featured Image: The face that launched a thousand ramen sales. Source: Twitter/@theJINPRINT.