Korea's zero-calorie beverage market is fiercely competitive, and manufacturers have long pursued the elusive formula that converts casual drinkers into devoted brand followers. The segment has expanded steadily as consumers cut back on sugar, pushing major beverage makers to add zero-sugar versions of flagship sodas to their lineups. Dong-A Otsuka, one of Korea's prominent beverage manufacturers, appears to have found an answer in the rising trajectory of a young K-pop group.

Dong-A Otsuka — a joint venture between Korea's Dong-A Pharmaceutical and Japan's Otsuka Pharmaceutical, and best known domestically for the ion-supply drink Pocari Sweat — said Monday that sales of Narangd Cider Zero, its flagship zero-calorie carbonated soft drink, jumped 48 percent over a one-month period after the company appointed the rising K-pop quintet RESCENE as brand ambassadors.

The increase — tracked from July 21 through Aug. 21 and compared with the same period last year — was measured across major online retailers, Dong-A Otsuka's direct-to-consumer digital storefront and convenience stores across Korea.

Marketing experts attribute the campaign's effectiveness to the alignment of image and audience. RESCENE, a five-member act that debuted in early 2024, has rapidly cultivated a devoted following with a brand persona centered on authenticity and unvarnished appeal. That image appears to have resonated with health-conscious younger consumers, the demographic that dominates the zero-sugar soda segment.

The pairing follows a well-established playbook in Korean consumer marketing, where beverage makers, convenience store chains and financial firms alike tap idol groups to reach consumers in their teens and 20s, whose fandom-driven purchasing power can move sales quickly.

Corporate digital metrics reflect the group's cultural reach. Advertisements and promotional video clips featuring RESCENE on Dong-A Otsuka's official YouTube channel have logged over 18 million cumulative views since the campaign's launch.

"Consumer interest in Narangd Cider has expanded significantly since bringing RESCENE on board," said Jang Kyung-jin, a brand manager for the beverage line.

The company plans to capitalize on the momentum in September by rolling out limited-edition packaging and exclusive photo card promotions, a staple marketing strategy designed to engage corporate brand loyalists and music fans alike. Photo cards — collectible cards featuring idol members — rank among K-pop's most sought-after merchandise formats, and whether the sales lift endures as those promotions run their course will be the campaign's next test.

The partnership has also extended into local community outreach. Following recent heavy rainfall that caused widespread flooding in Geoje, a southern coastal region of Korea, RESCENE donated 16,200 cans of Narangd Cider to support relief workers and affected residents.

This article was published with the assistance of generative AI and edited by The Korea Times.