G-Dragon becomes advertising model for Chinese beverage brand

G-Dragon of Big Bang has become the first advertising model for a Chinese local brand since the Chinese government blocked South Korean entertainment a few years ago.

YG Entertainment, G-Dragon’s agency, said on Monday that the K-pop star has become an advertising model for Nongfu Spring’s beverage Chapai. “It is the first time that a major local brand of China has chosen a Korean artist as its advertising model since 2016,” said YG. Korean celebrities have featured in advertisements in China since the Chinese government imposed a ban on Korean culture but it was limited to advertisements for Korean or global brands.

Nongfu Spring is already using billboard advertising across the country featuring G-Dragon to promote its brand. It also posted advertisements on social media including Weibo.

The Chinese government imposed a ban on Korean culture since 2016 when South Korea decided to deploy a missile shield system known as the Terminal High Altitude Area Defense (THAAD). Expectations are rising in recent months that the ban on Korean entertainment in China will be lifted soon.


Jong-Yeob JO jjj@donga.com