The currently airing “Weightlifting Fairy Kim Bok-joo” spotlights a heroine for whom a slim figure is not a priority.
() “Guardian,” however, offers a female lead who is downtrodden and naive, reminiscent of the conventional “damsel in distress” type.
Makeup brand Laneige, for example, reaped 1.2 billion won (5 thousand) in profit from the lipstick used by actress Song Hye-kyo in last year’s smash hit drama “Descendants of the Sun.” Ads are meticulously timed and spread through multiple channels, said an entertainment industry official who requested anonymity.
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“Guardian” has gone one step further in conjuring an ideal knight-in-shining armor, TV critics say.
“We’ve evolved past god-like men to actual gods, who don the appearance of good-looking human men,” said culture critic Jung Duk-hyun.
“So bloggers are paid to upload posts featuring an advertised jacket, for example, right after an episode has finished.
The brand then spreads out to offline ads.” A spot in Gangneung’s Jumunjin Beach has already risen as a bustling tourist zone after “Guardian” shot a scene there.
, a higher spiritual being roughly translated as goblin, the drama series features actor Gong Yoo as Kim Shin, a warrior born centuries ago who, after being impaled with a sword, is transformed into an immortal with endless wealth.