Food - News

Here's How Subway Sandwiches Became Stars In Korean Dramas
By FELIX BEHR
The appearance of the sandwich chain Subway in Korean television dramas has evolved from the occasional product placement to practically an integral part of the genre. An article for Kajo Mag noted the chain's omnipresence: from doctors on dates to the Grim Reaper on a break, in Korean drama, everyone eats Subway.
Evidence has shown that some product placement can create the "night and day" difference, per Colin Clark, the “country director” for Subway South Korea. Better Marketing noted that products have to be relevant to the plot for the ad to work and cautioned against rupturing the integrity of the show for the product, a lesson Subway seems in need of learning.
Product placements can influence purchasing even when people explicitly state that the practice feels manipulative. So, even though some complain about the constant exposure to Subway advertisements in Korean dramas, that expressed weariness may not necessarily stop them from buying Subway.