Kia Teams with K-Pop Superstars BLACKPINK – Sponsors 2019 World Tour and Music Culture

By Steve & Tamami Laser

Kia Motors Corp. has connected with younger buyers via sports marketing initiatives including serving as the official automotive partner of FIFA, the governing body of the FIFA World Cup™. This week, Kia shifts gears into the music world by kicking off a new K-Pop-inspired outreach campaign.

In the first of a series of collaborations with K-Pop superstars, Kia is partnering with the hugely successful K-Pop group, “BLACKPINK,” as the title sponsor for its 2019 World Tour.

In this video from Kia’s Worldwide YouTube channel, members of BLACKPINK, Jennie, Rosé, Jisoo, and Lisa, announce their upcoming concert tour and new collaboration with Kia. (video: Kia) 

Kia says that BLACKPINK, a group that made its debut in 2016 with YG Entertainment, has become the “world’s most subscribed girl group channel on YouTube today.” Doing a little research, we discovered that the BLACKPINK official YouTube channel currently has more than 17 million subscribers and more than 4 billion views!

“While Kia is well-known for its sports marketing initiatives, engaging with popular culture will help the brand further maximize our exposure to a younger generation,” says Yong-Won Cho, chief marketing officer, Kia Motors Corp. “Our K-Pop partnerships will enable music fans to experience the quality and design of our cars and enjoy the cutting-edge technology that they offer.”

Kia says it plans to hold a series of experiential events throughout the duration of the BLACKPINK tour, engage customers through SNS channels, offer fans the chance to meet their favorite K-Pop stars, and provide vehicles for support (like the Stinger, below) and special displays. The tour kicks off this month and travels to destinations including Bangkok, Hong Kong, and Singapore.

Kia also says it plans to create a dedicated Instagram account @kia_onbeat plus a new digital platform to notify customers and global K-Pop fans of new content and news from the Korean music industry. “These channels will offer exclusive access to collaborative content between Kia and K-Pop artists and will be the first place to hear about various fan promotion events,” says the automaker.

For more information about Kia vehicles visit Kia Worldwide and select your country

For more information on BLACKPINK visit YG Entertainment

Note: Tour dates and locations are subject to change without notice

News source, photos and video courtesy Kia Motors Corp.; BLACKPINK appears courtesy YG Entertainment

Story (intro and commentary) © 2019