KGC Ginseng Corporation Expands Sports Marketing with Experiential Brand Activations
KGC Ginseng Corporation is shifting its sports marketing strategy from traditional sponsorship to a more immersive, brand-experience focused approach. The company is increasing consumer engagement by leveraging professional sports venues – including basketball and volleyball arenas – to host on-site events and interactive activations.
On-Site Activations at Red Boosters and Red Sparks Games
Recently, KGC Ginseng Corporation hosted ‘Cheong Kwan Jang Brand Day’ at a home game of the Anyang Jung Kwan Jang Red Boosters professional basketball team. The event featured audience participation activities, including the ‘GLPro Zero Blood Sugar Challenge,’ which utilized a foot stepper and offered prizes to participants who met specific goals. Attendees also had the opportunity to directly experience KGC products during the game.
Similarly, at a home game of the Daejeon Red Sparks professional volleyball team in February, KGC Ginseng Corporation invited VIP customers and their families for exclusive experiences. These included court tours, volleyball skill sessions, autograph signings with team members, and professional photography opportunities. The stadium was transformed into a space for brand interaction rather than simply a viewing location.
Strengthening Fan Connections Through Direct Engagement
KGC Ginseng Corporation is also prioritizing direct communication with its customer base. Following a Red Boosters home game on March 7th, the company hosted an autograph session for 251 Red Membership holders, aiming to strengthen relationships with loyal brand advocates.
Collaborations with Retail Partners
The company is extending its marketing reach through collaborations with offline retail channels. KGC Ginseng Corporation is partnering with the Lotte Department Store Pyeongchon Branch for a Red Boosters-themed promotion throughout March. The promotion, centered around the theme of “basketball court stamina for the players, daily stamina for the fans,” offers customers who spend over 50,000 won the chance to win signed player uniforms and balls through a scratch-card event.
Expanding into Daily Sports and Recreational Activities
KGC Ginseng Corporation is broadening its sports marketing efforts beyond professional leagues to encompass daily sports and recreational activities. Building on its official sponsorship of the Korea Badminton Association, the company plans to operate the ‘Jeongkwan Jang Cup Badminton Competition’ to engage with a wider audience of amateur athletes and exercise enthusiasts.
According to a KGC Ginseng Corporation official, “Sports scenes are an important contact point where we can naturally communicate with fans and convey brand value.” The company intends to continue expanding customer experiences through diverse collaborations and content that integrates both professional and recreational sports.
About KGC Ginseng Corporation
Korea Ginseng Corporation (KGC) is a leading health and beauty company specializing in red ginseng products. Founded over 120 years ago, KGC offers a range of brands including JungKwanJang, Cheon Nok, Good BASE, GLPro, and Donginbi. The company is committed to research and development, focusing on the efficacy and safety of its products. KGC also produces GLPro Double Cut, a daily supplement containing Korean red ginseng, lemon balm, and green tea extract.