“[We’re] inspired by how much fans define K-pop, because fans are ultimately the ones who create these incredible idols,” Vlad said. “But there’s a whole universe around K-pop fandom, from the light sticks that are everywhere to all of the accessories to the unboxing and the stickers. … The passion is really unrivaled.”
Giving fans a taste
At the K-Wave launch event in February, JYP spoke about Coca-Cola and K-pop bands pairing well because of just how much each values the genre’s fans. A fan of the brand himself, JYP made an effort to make Stray Kids, Itzy and Nmixx’s disparate styles and fan bases combine into a single that matched the energy Coca-Cola was trying to put into K-Wave.
“The world of K-Pop exists because of the fans, and we couldn’t be more excited to celebrate fans’ devotion to the artists and music that they love through this unique Creation,” said J.Y. Park, founder of JYP Entertainment.
Fandoms haven’t been forgotten during this campaign.
Coca-Cola commissioned New York designers Private Policy to create K-Wave apparel and accessories including T-shirts, hoodies, dresses, hats, jewelry and belts. Just last week, Coca-Cola gave fans who scanned QR codes on K-Wave cans the ability to make AI-powered cameos in the “Like Magic” video and download the results.
“It’s great that there’s original music that we know people will enjoy, but we also wanted to give people a chance to participate in that and put their fingerprint on it,” Vlad said. “You don’t have to be in South Korea or at a concert to engage with your favorite artists: You can be here or somewhere in Europe or Latin America, where this product is present, and engage with the experiences and still leave your mark on a part of K-culture.”
