How SUBWAY is Taking Over Korea

Subway’s Korean Comeback, Explained
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Subway has somehow taken over K-Dramas with some very on-the-nose product placement. I looked into it and discovered a pretty fascinating story about media, money, and foot-long sandwiches.

Big thank you to Seung-Chul Yoo, Ph.D.
Professor of Communication & Media at Ewha Womans University
https://pure.ewha.ac.kr/en/persons/seung-chul-yoo

And another big thank you to Professor CedarBough Saeji, Assistant Professor of Korean and East Asian Studies, Pusan National University

Sources:

06:16 Terrestrial broadcasters have been prohibited from such advertising since 1973 for the sake of viewer rights. https://www.koreaherald.com/view.php?ud=20210630001102

06:32 Broadcasting Act 방송법 시행령 https://www.nhis.or.kr/lm/lmxsrv/law/lawChangeList.do?SEQ=324&SEQ_HISTORY=18749

07:27 Product Placement (PPL) advertisement has been legislated in Korea since 2010 according to “The Effect of Product Placement Advertisement Legalization on Firms’ Sales Growth: Evidence in Korea” https://pdfs.semanticscholar.org/e553/db75c8fee7e721cc37a1ff3b0cd03ed6d308.pdf

12:18 Great reporting by the New York Times on this topic https://www.nytimes.com/2021/03/14/business/media/subway-product-placement-korea.html


Other sources:
http://m.journalist.or.kr/m/m_article.html?no=50893
https://www.korea.kr/news/pressReleaseView.do?newsId=156508992
http://www.brandbrief.co.kr/news/articleView.html?idxno=5024
https://www.racoi.or.kr/kobaco/main.do
https://www.bizhankook.com/bk/article/22596%20/

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