Hello, this is Korea advertising.
1. Advertisement Overview: K-BURGER Meets TXT
In the second half of 2024, Lotteria unveiled a new advertisement campaign while renewing one of its signature menus, K-BURGER. The model for this campaign was selected as **Tomorrow x Together (TXT)**, a global idol representing the 4th generation of K-POP. The advertisement slogan was "You never stop evolving," which symbolically showed the continuous innovation of K-BURGER and the global expandability of K-Food.
TXT is a group that always tries new things in music, visuals, and performance, and it perfectly matched the core message of the advertisement campaign, "Continuous Evolution."
2. Visual Concept: Fusion of K-POP and K-FOOD
The advertisement video is composed like a music video, with each member of TXT visually expressing a symbolic ingredient or theme of K-BURGER. For example, the red background reminiscent of gochujang sauce, the graphic elements emphasizing the rich texture of vegetables and patties, and the modern background incorporating traditional Korean patterns are in harmony.
This visual presentation is evaluated as expressing **"a stage where Korean taste and style meet"** beyond simple product advertising. This is a strategy to simultaneously emphasize the global presence of K-pop artists and the appeal of K-food.
3. Message interpretation: "You never stop evolving"
This slogan represents not only the changes in hamburger products, but also the constant innovation of Korean pop culture. TXT is constantly communicating with global fans through musical experiments and style changes, and K-BURGER is also constantly introducing new menus and sauces based on Korean taste, increasing its competitiveness.
In the advertisement, TXT members appear as if they are the main characters leading a story, and each is placed in a scene symbolizing the stage of "evolution." Through this, Lotteria succeeded in maximizing the synergy between the brand, idols, and culture.
4. Music and Performance Elements
The advertisement features TXT's signature rhythmic background music, and in some scenes, the members express the characteristics of K-BURGER through short dances or poses. For example, the advertisement itself feels like a kind of 'fan service' to fans, with choreography using the round shape of the burger or expressing sauce with hands being inserted momentarily.
These elements are a content strategy targeting Generation Z and MZ, reflecting Lotteria's intention to approach consumers as a cultural experience rather than a simple brand.
5. Cultural significance and marketing strategy of the advertisement
This advertisement goes beyond simple promotion and plays an important role in building the global image of the K-brand. Lotteria is one of the representative brands of Korean fast food, and TXT is a global artist with a fan base around the world. The collaboration between the two brands can be seen as a representative example of cross-marketing where K-FOOD and K-POP amplify each other.
In addition, O2O marketing strategies such as goods events targeting TXT's fandom 'MOA', limited menu releases, and offline store photo zone installations were also carried out in parallel, creating a ripple effect that went beyond simple advertising.
6. Public Reaction and Future Expectations
Immediately after the advertisement was released, responses such as "Let's go eat K-BURGER", "TXT and K-Burger are a perfect match", and "It's like a music video, so I keep watching it" lined up on SNS and communities. In particular, the advertisement video quickly spread through YouTube and TikTok, and through this, the brand image also changed to a young and trendy one.
In the future, Lotteria may carry out additional collaboration campaigns or events with TXT, which will be an important test bed to show how much influence K-food can expand in the global market.
Summary
The K-BURGER advertisement by TXT and Lotteria goes beyond simple product promotion and is a work that simultaneously conveys the fusion of Korean popular culture and brand innovation. This advertisement, which provided a special experience to fans and a fresh stimulus to general consumers, can be evaluated as presenting a typical example of future K-brand marketing.
.jpg)