Korean financial institutions busy finding new models

[Courtesy of Hana Financial Group]

South Korea‘s financial groups are busy finding new models that help enrich the brand.

Hana Financial Group picked Korean trot and ballad singer Lim Young-woong as its brand ambassador in February while Woori Bank selected actress Kim Hee-ae and K-pop group RIIZE.

NH Nonghyup Bank recently announced actress Go Youn-jung as its latest ambassador.

Having Lim as Hana Group’s model is considered particularly an unconventional marketing approach.

Lim, a singer beloved by middle-aged and elderly fans, represents a departure from the financial industry’s typical strategy of targeting those in their late teens and early 20s.

Woori Bank has adopted a two-track strategy by casting actress Kim for its wealth management brand Two Chairs and introducing RIIZE to appeal to younger customers.