SEOUL -- The Coca-Cola Company has released the K-pop version of Coca-Cola targeting the global market. The new zero-sugar Coke, inspired by the worldwide impact of K-pop and its dedicated fanbase, features the "Coca-Cola" logo written in Korean on the front. The beverage maker has collaborated with Park Jin-young, the head of South Korea's major entertainment agency JYP, who played a crucial role in expanding K-pop into the overseas market.
Starting in March 2024, the limited-edition product "Coca-Cola K-Wave Zero Sugar" will be available in 36 countries worldwide, including the United States, France, Spain, and Japan. According to the Coca-Cola Company's global brand strategy division official Oana Vlad, the beverage draws its inspiration from Korean spices, aromas, and vibrancy. The beverage producer aimed to visually capture the vibrant energy of K-pop concerts in the product packaging.
"We are excited to celebrate one of the most passionate fan communities in the world and create new experiences that we hope will bring Coca-Cola magic to fans across the globe," Vlad said. The Coca-Cola Company has selected Park Jin-young, who is acknowledged as an important figure in terms of bridging K-pop artists to the global market. Since the mid-2000s, the JYP founder has strived to expand the presence of its artists in the U.S. market. The agency's girl band Wonder Girls is the first South Korean group to enter Billboard's weekly chart. The four-member group's single "Nobody" ranked 76th on Billboard Hot 100 in October 2009.
JYP has also worked with many global entertainment companies to diversify its market. In July 2022, the agency partnered with Republic Records, an American record label that includes Taylor Swift and Ariana Grande, to create an English-speaking girl band with K-pop features. "By collaborating with some of the biggest names in K-pop culture, Coca-Cola K-Wave Zero Sugar is bringing fans together through innovative experiences that bring to life their special and unique devotion for their favorite artists, and the powerful impact that K-Pop has on culture," said Kwon Jung-hyun, Coca-Cola's marketing leader in Japan and South Korea.
On February 20, Coca-Cola released a promotional dance song "Like Magic" for the zero-sugar beverage through collaboration with three JYP bands -- ITZY, Stray Kids, and NMIXX. The music video for this song garnered more than 1.3 million views on YouTube in about 16 hours. "The world of K-pop exists because of the fans, and we couldn't be more excited to celebrate fans' devotion to the artists and music that they love, through this unique creation," said the JYP founder.
The Coca-Cola Company will sponsor a K-pop concert in June, where the three JYP groups will interact with fans. In 2023, the multinational beverage maker appointed girl band NewJeans as its global ambassador, and the five-member band released "Zero," a commercial song for Coca-Cola Zero.
