From Fiction to Function Product Placement and Luxury Brand Integration in K-Dramas

Abstract

This article examines the marketing strategies that luxury brands use in Korean dramas (K-dramas) to increase brand visibility and improve positioning. Using a mixed-methods approach, the study draws on secondary data, including articles, case studies, industry reports, and media analyses, as well as primary data from in-depth interviews with five university students from Uzbekistan, Indonesia, and the United States. This study aims to identify key strategies for product integration, assess the role of cultural factors in audience reception, and examine how these techniques align with brand positioning theories. Secondary data revealed three main strategies: narrative integration, strategic partnerships with stylists and production teams, and demographic targeting of affluent viewers aged 18–40. Interview findings emphasize that luxury product placements in K-dramas significantly impact brand perception and purchase intentions, largely due to aspirational appeal and celebrity endorsement. These insights support Aaker’s brand equity theory, particularly with regard to emotional connection and brand recall. The study places its findings in the context of the Hallyu wave and global media influence. It offers luxury brands a framework for integrating themselves into culture in authentic ways while minimizing reputational risks.