From K-Dramas to Reality TV: How South Korean Financial Institutions are Captivating Millennials and Gen Z
In a pioneering move to redefine traditional banking, South Korean financial institutions are embracing the power of entertainment, particularly K-dramas and reality shows, to forge deeper connections with younger audiences. This innovative content marketing strategy has not only generated immense online buzz but also accumulated millions of views, fundamentally shifting how banks engage with digital-native millennials and Gen Z consumers.
Leading this trend, KB Kookmin Bank recently launched a four-part K-drama series on its official YouTube channel, “K-Industry Begins” (translated). The series features acclaimed actor Kim Nam-gil (“The Fiery Priest,” “Trigger”) as Kim Young-jin, a dedicated deputy general manager who travels nationwide, assisting businesses and individuals in overcoming their unique financial hurdles.
This heartwarming series masterfully weaves financial literacy and corporate banking services into a compelling narrative. Viewers follow Kim as he cultivates meaningful relationships with clients and champions their entrepreneurial and personal growth. Through his empathetic interactions, complex financial concepts and the bank’s diverse offerings are subtly integrated, providing both entertainment and valuable insights.
Each engaging episode runs for approximately 15 minutes. The inaugural episode, released on June 26, rapidly garnered around 1.4 million views by Sunday. With three episodes already available and new installments uploaded every Friday, the series continues to attract a significant audience.
Other prominent financial institutions are similarly adopting data-driven content strategies to resonate with contemporary audiences.
Woori Card, the credit card division of Woori Financial Group, debuted its own dating reality show, “Starting Today, Woori” (translated), on its official YouTube channel in June. This four-episode series concluded recently, featuring employees from various departments within the financial group as they cohabitate in a shared house, seeking romantic connections.
Mirroring the format of highly popular Korean dating programs like “I’m Solo,” the show incorporates classic reality TV elements. Contestants engage in activities such as guessing each other’s ages and professional roles — spanning from corporate banking to mobile app development and operations — within the financial conglomerate. Throughout the series, Woori Card’s services are seamlessly integrated, exemplified by a contestant enjoying a discount on food delivery when using the company’s credit card.
This burgeoning trend underscores banks’ proactive efforts to modernize their typically conservative image and effectively engage with younger demographics, particularly the influential millennial and Gen Z segments who constitute a crucial target market for future financial growth.
Furthermore, institutions are diversifying their content portfolios beyond traditional long-form productions. They are now strategically venturing into short-form content to capture the attention of consumers in their 20s and 30s, who increasingly prefer bite-sized, digestible video formats.
A prime illustration of this short-form efficacy is “Half and Half House” (translated) by KB Kookmin Bank. This compact drama series follows a young couple navigating the complexities and potential risks of rental fraud associated with a jeonse, Korea’s unique lump-sum deposit housing rental system. Premiering on YouTube last year, the series achieved remarkable success, accumulating over 1 million cumulative views during its broadcast.
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