Coca-Cola launches limited edition K-Wave drink

By Lee Min-hyung, The Korea Times - Coca-Cola has launched a limited edition zero sugar version featuring the Korean wave, inspired by the global sensation of K-pop and its artists, the company said Tuesday.

The special edition will be available in 36 countries, including Korea, Japan, France and Singapore. The Coca-Cola Zero Sugar K-Wave Limited Edition Specialty Box contains four cans featuring fruity flavors, accompanied by a 3D sticker pack, and grants exclusive streaming access to the Coca-Cola K-Wave concert in Incheon, according to the beverage firm.

To commemorate the release of the limited edition, the company collaborated with JYP Entertainment to unveil special songs and music videos starring renowned K-pop stars such as ITZY and NMIXX. The K-wave edition made its debut through Coca-Cola's innovation platform, Coca-Cola Creations.

The burgeoning popularity of Korean boy bands and girl groups abroad is rapidly elevating the global profile of what is commonly referred to as K-culture.

"Our limited edition product will provide innovative experiences to our fans who have a craving for K-pop," Kwon Jung-hyun, a brand manager at Coca-Cola Korea in charge of marketing in Korea and Japan, said. "The special edition product will also shed new light on K-pop's influence on other cultures."

The company designed the product with an energetic font displayed on the surface of its can. For the limited edition products, both Coca-Cola's English logo and its Korean language counterpart are printed. The dynamic surface was also meticulously designed to provide customers with robust and vivid visual experiences, evoking the sensation of being immersed in a concert scene featuring K-pop artists, the company said.

The Coca-Cola Zero Sugar K-Wave Limited Edition Special Box is priced at $8.95 (11,970 won) in the respective countries, and each customer is allowed to purchase up to four boxes, subject to availability, the company said in a statement.

The launch event took place at the Fairmont Ambassador Seoul hotel on Tuesday, featuring ITZY, JYP's five-member girl group.

Source: https://www.koreatimes.co.kr/www/tech/2024/02/419_369136.html 

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