‘Son Heung-min’s special’ exploded Mega Coffee sales up↑
Arari Chicken and KT take down Lee Kang-in’s advertisement
On the 4th (local time), Son Heung-min is moving to Rondo training after completing warm-up exercises at the Al Egla Training Center in Doha, Qatar. [사진 출처 = 연합뉴스]
As the 2023 Qatar World Cup ended with discord within the national team, the distribution industry’s reactions to it are also mixed. This is because which of the national team players serves as the brand’s advertising model is so influential that it determines sales before and after the competition period.
According to the food and beverage industry on the 18th, since the Korean national team played the quarterfinals against Australia on the 3rd, a large number of proof shots of ‘Mega MGC Coffee’ part-time workers have been posted on X (formerly Twitter). Mega MGC Coffee is a brand modeled by soccer team captain Son Heung-min.
Several photos that were released showed dozens of order sheets being posted, and cups and blender containers piled up in the dishwashing bin. Starting with the first match against Bahrain in the group stage, whenever Son Heung-min scored a goal, Mega Coffee offered free drink coupons for the season’s new menu on a first-come, first-served basis, and consumers flocked to the match.
Receipt ‘proof shot’ posted by part-time workers at Mega MGC Coffee. [사진 출처 = 엑스(X, 구 트위터) 캡처]
In particular, on the day of the quarterfinals, Son Heung-min scored a penalty kick opportunity in extra time of the second half with Korea trailing 0-1, and led to Hwang Hee-chan’s equalizing goal. He then scored a dramatic comeback goal with a free kick in overtime. From this point on, Mega MGC Coffee’s ‘Son Heung-min Special’ appeared in earnest.
In the case of the strawberry season drink launched by MegaMGC Coffee last month, cumulative sales exceeded 1.47 million cups within 26 days of launch as Son Heung-min’s brand power was added to the company’s own competitiveness. Part-time workers expressed reactions on
While Mega MGC Coffee is on a roll, the franchise company ‘Arachi Chicken’ is going through difficult times. This is because brand model Lee Kang-in has become embroiled in controversy over factions within the national team, and there are signs that it may expand into a boycott.
Arachi Chicken has deleted Lee Kang-in’s advertising video from its official website. Although it has been deleted from the official website, Lee Kang-in’s advertising photos can still be found online on official YouTube and Instagram. Lee Kang-in has been working as a model for Arachi Chicken since January of last year.
An advertisement for Lee Kang-in installed in front of a restaurant in downtown Seoul on the morning of the 18th. [사진 출처 = 연합뉴스]
The reason Arachi Chicken suddenly pulled down an advertisement featuring Lee Kang-in as a model is interpreted as considering the reaction of sports fans. In major sports communities, comments such as “Why did you use Lee Kang-in as a model?” and “If Lee Kang-in continues to work as a model, we will boycott it” are pouring in.
Lee Kang-in has been in the spotlight every day since it was revealed that he had a conflict with captain Son Heung-min on the 6th, the day before the Asian Cup semifinals. At that time, Lee Kang-in, Seol Young-woo, and Jung Woo-young played table tennis after finishing dinner early, and it was reported that an argument broke out when Son Heung-min stopped them.
After the fight, Son Heung-min dislocated his finger, and played with his hand taped in the match against Jordan the next day. As public criticism toward Lee Kang-in continued, KT, which had supported Lee Kang-in since 2019, took down its advertising poster. Coupang Play also erased his appearance, including related subtitles, in his first game after returning to his team.
2024-02-18 12:32:19
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