Like Their Dance Moves, Marketing With K-Pop Stars Is Not as Easy as It Seems

On Oct. 17, L.A.-based athleisure brand Alo Yoga created an Instagram post featuring Kim Seok-jin, 31, a member of the blockbuster K-pop boy band BTS, modeling a $158 Make Waves Hoodie in heather gray. “Introducing our newest global ambassador: worldwide handsome #jin,” it read. The eight-word post racked up over 426,000 likes. But Brian Nam,…On Oct. 17, L.A.-based athleisure brand Alo Yoga created an Instagram post featuring Kim Seok-jin, 31, a member of the blockbuster K-pop boy band BTS, modeling a $158 Make Waves Hoodie in heather gray. “Introducing our newest global ambassador: worldwide handsome #jin,” it read. The eight-word post racked up over 426,000 likes. But Brian Nam,… Read More