Mokkoji Korea YouTube Influencer Marketing

Mokkoji Korea Overseas YouTube Influencer Marketing

The Ministry of Culture, Sports and Tourism and the Korea International Cultural Exchange Promotion Agency hold the Mokkoji Korea event every year to promote Korean culture to people around the world, provide new experiences, and promote cultural exchange and corporate coexistence.

Avocado Giant, which provides global influencer marketing in major countries around the world, produced YouTube content with influencers representing the three guest countries of Mokkoji Korea 2021: Russia, Indonesia, and India.

Let’s take a look at the content together.

Mokkoji Korea Overseas YouTube Marketing Strategy

Mokkoji Korea is an event where people from all over the world who love Korean culture can gather to experience and communicate each other’s lifestyle and culture through play.

Introducing Mokkoji Korea 2021
(Source: Mokkoji Korea)

In order to inform the purpose of the event and encourage participation, we created branded content with popular influencers in the beauty, food, and lifestyle fields of Russia, India, and Indonesia, the three key countries of Mokkoji Korea in 2021, to introduce Mokkoji Korea and Korean culture to more people.

Avocado Giant analyzed the Korean Wave trends and local popular content in each country and directly selected influencers suitable for the campaign and purpose to maximize the effect of influencer marketing.

Russian Influencers - Hwang hhwang, Nicky Macaleen, Red Autumn

Russian influencer marketing was conducted by selecting the most notable items and popular influencers in the lifestyle, food, and beauty fields.

Russian Influencer Marketing
(Source: Hhwang YouTube)

Hwang, a Korean YouTuber living in Russia, is a popular Russian lifestyle influencer with about 690,000 YouTube subscribers.

She created content comparing Russian and Korean snacks by purchasing popular Korean snacks that can be purchased locally in Russia, such as Crab Chip, Squid Chips, and Shindangdong Tteokbokki. This content stimulated the curiosity of locals and recorded about 120,000 views, helping to spread the word about Korean snacks.

Russian Food Influencer Branded Content
(Source: Nicky Macaleen YouTube)

Nicky Macaleen, a Russian food influencer with about 830,000 YouTube subscribers, presented Korean food recipes using kimchi with ingredients that can be purchased at Russian markets.

She provided information about Korea by cooking various dishes such as kimchi duruchigi, kimchi buchimgae, and kimchi rice balls using Buldak sauce. As a result, she recorded about 29,000 views.

Russian Beauty YouTuber Marketing
(Source: Redautumn YouTube)

Russian Beauty YouTuber Marketing
(Source: Redautumn YouTube)

The last Russian YouTuber is Redautumn, a beauty influencer with about 910,000 subscribers, who created a video of a K-POP idol cover makeup.

Using domestic beauty brand products such as Dear Dahlia and Innisfree, she covered the makeup of Blackpink, one of the Korean idols featured in the domestic magazine Elle Korea, and showed the popularity of K-beauty with about 86,000 views.

Indonesian Influencers - Rosakis, Rafa Dhafina, Daehoon&Julia

Indonesia has a high interest in K-POP, K-beauty, and K-food.

Indonesian YouTuber K-Food Marketing
(Source: Rosakis YouTube)

Indonesian YouTuber K-Food Marketing
(Source: Rosakis YouTube)

AvocadoGiant visited the traditional market in Cheongnyangni, Seoul with Rosakis, an Indonesian influencer living in Korea, and created a cooking content introducing Korean side dishes and ingredients and making Dakgalbi with the purchased ingredients.

However, since the main ingredient of Dakgalbi, Gochujang, is not easily available in Indonesia, they used red pepper powder so that locals could watch the content and follow along. It got 922 likes and 14,000 views, stimulating the curiosity of local Indonesians.

Indonesia Beauty Influencer Marketing
(Source: Rafa Dhafina YouTube)

Indonesia Beauty Influencer Marketing
(Source: Rafa Dhafina YouTube)

We created beauty content with Indonesian beauty influencer Rafa Dhafina. We actively utilized the fact that she is a local Indonesian influencer and visited the offline store of Korean beauty brand Peripera in Indonesia and showed off party makeup using products purchased there.

As a result, it recorded 993 likes and approximately 140,000 views, confirming the interest in and popularity of Korean beauty products.

Indonesian local influencer marketing

(Source: Daehoon and Julia YouTube)

Indonesian local influencer marketing

(Source: Daehoon and Julia YouTube)

Daehoon and Julia, an Indonesian woman married to a Korean man, mainly upload couple vlog videos, showed traditional games from Netflix’s Squid Game as they are daily YouTubers.

They explained the Squid Game and visited a Korean prop shop in Indonesia to buy materials needed for traditional Korean games.

After that, they invited their acquaintances and introduced how to make ttakji and dalgona, etc., and the video received 1.3 thousand likes and about 12 thousand views, effectively introducing K-content and games to Indonesians.

Indian Influencer - Poonam

Indian Fashion Influencer YouTube Marketing

(Source: Poonam YouTube)

Indian Fashion Influencer YouTube Marketing
(Source: Poonam YouTube)

India, where Korean culture has spread through the global OTT platform Netflix, worked with Poonam, an Indian fashion influencer living in Korea.

The influencer was able to conduct the campaign more similarly than in other countries by ordering and purchasing clothes directly. Poonam perfectly covered the fashion of the main characters of popular Korean dramas such as What’s Wrong with Secretary Kim, Crash Landing on You, and True Beauty through the fashion cover video of the most popular Korean drama female protagonists in India.

In particular, she visited hot places in the dramas wearing office looks that captured the hearts of men like Park Min-young, the female protagonist of What’s Wrong with Secretary Kim, and raised expectations for traveling to Korea, recording a whopping 800,000 YouTube views.

Since the three host countries had different K-contents that they were most interested in, Mokkoji Korea YouTube marketing took into consideration content by country and utilized local influencers or influencers from that country who are popular in that field. It was another opportunity to widely spread the power of Korean culture around the world.