Some Korean firms are reaping huge promotional benefits from the Beijing Olympic Games with Korean sports stars they are sponsoring winning medals.

TV commercials and newspaper ads showing Korean athletes bursting into tears or jumping with joy after winning medals make viewers more emotionally attached to the companies’ brands and products, experts said.

“Companies show customers that they are working together for the country’s victory in the Olympic Games. This kind of togetherness makes customers feel more familiar and attached to their products,” a market watcher noted.

At the centre of the ‘patriotism marketing’ strategies is Park Tae-hwan, who grabbed the first Olympic swimming gold for South Korea in the men’s 400-meter freestyle competition on August 10.

Park, dubbed ‘marine boy’ by Koreans, has already become an idol in Korea and an A-list commercial star. He appears in a number of TV commercials promoting Kookmin Bank, SK Telecom, Lotte Chilsung and fashion brand Basic House.

Park’s popularity has also affected the stock market. The share prices of SK Telecom and Kookmin Bank rose strongly after he won the medals.

Marketing strategies that use their star power can also be found in other cases.

Hanwha Group and KT are in festive mood after Jin Jong-oh won the gold in the 50-metre pistol competition. Hanwha group has been sponsoring Korean shooters since 2002.

Hyundai-Kia Motors is also enjoying the popularity of the Korean archery team as both women and men competitors won gold medals.
Samsung, meanwhile, expects to improve its tainted image, hurt by a recent investigation and trials involving alleged tax evasion and breach of trust.

Samsung is one of the 12 worldwide Olympic partners, which also include McDonalds, Visa, GE and Coca-Cola. (By CHO CHUNG-UN/ The Korea Herald/ AsiaNews)