Why does Yongjin Jung come out from there… CEOs who even appeared on YouTube and advertisements

Vice Chairman of Shinsegae Group Jung Yong-jin on E-Mart YouTube’Why did Vice Chairman Jeong Yong-jin go to the cabbage field?’ Appeared in the video. [사진=이마트 유튜브 캡처]

Yongjin Jeong Shinsegae(239,500 +2.13%)Group Vice Chairman and Taekjin Kim NCsoft(931,000 +1.97%) CEO Jeongjin Seo, Celltrion(359,000 -0.42%)CEOs of representative companies in each field, including the group chairman, are taking the lead in marketing. By appearing in advertisements, social network service (SNS) activities, and expanding the contact area with the public through speakers. It is an analysis that the appearance of active communication in an atmosphere where’reclusive managers’ were reluctant to be exposed to the outside world in the past has been regarded as a virtue, has turned into an era that has a positive effect on the market.

Vice Chairman Jeong Yong-jin with 500,000 followers on SNS

Vice Chairman Jeong Yong-jin is active in social media communication. On December 17 last year, he(151,500 +0.66%) ‘Why did Vice Chairman Jung Yong-jin go to the cabbage field?’ posted by the official YouTube channel? Appeared in the title video. In the video, he showed up in a cabbage field in a Chinese cabbage field and admired, “Oh, it’s really good.” Vice Chairman Jeong Yong-jin, who ran across the field with cabbage on a cart, led to the scene of cooking in an outdoor kitchen.

This video says, “Wouldn’t it be great if you could taste freshly harvested cabbage as it is at home. E-Mart wants to deliver freshness from all over the country. How about joining E-Mart, which puts the freshness of ingredients first in all seasons? It ended with the narration of Vice Chairman Jeong Yong-jin.

Vice Chairman of Shinsegae Group Jung Yong-jin on E-Mart YouTube’Why did Vice Chairman Jeong Yong-jin go to the cabbage field?’ In the video, the cooking was shown. [사진=이마트 유튜브 캡처]

It is said that the video began with the idea of ​​Vice Chairman Jeong Yong-jin. The explanation that it started with the intention of wanting consumers to feel the joy of cooking as the time to stay at home increases and the demand for home food increases due to the prolonged Corona 19 (new coronavirus infection). Vice-Chairman Jeong Yong-jin showed his cooking skills to make unplanned cabbage rolls on the spot. The knife he used in the field and the apron of Star Wars’Darth Vader’ were also props he brought himself. More than 20 production teams accompanied Haenam to help with the filming.

He appeared on Starbucks Korea’s official channel earlier. In the broadcast, Vice Chairman Jeong Yong-jin expressed his affection for Starbucks, which celebrated its 21st anniversary, and picked three of his favorite menus.

In addition, Shinsegae Foods on their Instagram(65,300 +0.15%) Olban’s old chicken, no-brand traditional seaweed, Starfield Hanam, and E-Mart store visits are being posted one after another, creating a surprise promotion effect.

For example,’Samsun Jjambbong’ of Shinsegae Chosun Hotel, which Vice Chairman Jeong Yong-jin posted on Instagram, sold more than 20,000 units within a month of its launch in August. ‘Sea Eel Radish’, made with Baek Jong-won, CEO of The Born Korea, appeared on Instagram, Vice Chairman Jeong Yong-jin, and 19,000 packs were sold out in one week. Shinsegae Food’s own brand, Pecoque’s new product, Jinjin Chili Shrimp, was also reviewed on his account in July as “eatable.”(292,500 +3.36%) Search volume has exploded 11 times from the previous day. It proved the influence of social media followers who exceeded 500,000.

“Taekjin Lee” who is not authoritative

Kim Taek-jin, CEO of NCsoft, appeared in a blacksmith’s makeup in the commercial video for’Lineage 2M’. [사진=엔씨소프트 유튜브 캡처]

NCSoft CEO Kim Taek-jin drew attention by appearing directly in the advertisement. In the’Lineage 2M Special Video’ that NCsoft released on its official YouTube channel in November last year, he even showed off comical acting in the form of a medieval blacksmith with yellow hair.

In this video, general producer Lee Seong-gu, who led the development of Lineage 2M, Baek Seung-wook, and PD Kim Nam-jun also appeared in other blacksmith roles. It is reported that the CEO Taekjin Kim and the development team decided to appear in an advertisement to convey their gratitude to users on the 1st anniversary of Lineage 2M.

Already, CEO Kim Taek-jin appeared in various forms in the company’s game advertisement series, and was called the nickname’Taek-Jin Lee’ by game users.

In the past, CEO Taek-jin Kim appeared in an advertisement. [사진=유튜브 캡처]

In particular, the advertisement video commemorating the 100th day of’Lineage M’in 2017 is the best part. When a customer who enjoyed a game at a Japanese restaurant failed to reinforce the item and called out the name of CEO Kim Taek-jin and shouted’Dog dream’, CEO Taek-jin Kim, who heard it in the seat next to him, was surprised and laughed.

At the time, along with self-disassess about the company’s game, a line from the Japanese restaurant at the end of the commercial video, “Where’s the coupon,” was spoken by CEO Taek-jin Kim.

In the sequel to commemorate the 1st anniversary of the launch of’Lineage M’in 2018, a guest who received a’TJ’s coupon’ named after CEO Kim Taek-jin shouted “Taek-jin Lee” with joy was humorously directed.

An NCsoft official pointed out, “It’s a corporate CEO, but it’s not just management,” he said. “I’m still working hard on the game enough to directly engage in development, and I’m not an authoritative or difficult-to- approach CEO.”

Chairman Seo Jeong-jin plays in various fields

Celltrion Chairman Seo Jeong-jin explains Corona 19 antibody treatment to Prime Minister Jeong Sye-gyun [사진=연합뉴스]

Chairman Seo Jeong-jin is famous for being a’CEO running on his feet’ without sending company executives to meetings or forums with political figures. Before this year’s Corona 19 incident brought the bio industry’s attention, he also held a press conference. For bio, rather than acting according to the usual belief that’trust’ is the most important.

In October of last year, when the Democratic Party’s representative Lee Nak-yeon visited Celltrion Plant 2 to check the development status of the Corona 19 antibody treatment, Chairman Seo Jeong-jin performed a briefing on the development of the treatment. The same was the case when Prime Minister Jeong Sye-gyun visited Celltrion on the 22nd of last month.

I also attended the forum in person. Starting with the’JP Morgan Healthcare Conference’ held in San Francisco in the United States last January, it was also featured in the keynote speech at’NextRise 2020′, a startup event held at COEX in Samseong-dong, Gangnam-gu, Seoul in June of the same year.

In October, he shed his face at the ‘4-person 4 color bio talk concert’ at a discussion meeting to commemorate the invitation of the biopharmaceutical specialist training center, and last month gave a keynote presentation at the Global Bio Forum and a lecture at the 2020 Healthcare Innovation Forum.

Celltrion Chairman Seo Jeong-jin is giving a lecture at the forum. [사진=뉴스1]

A business official said, “The CEO’s movement that represents the company itself contains the direction and message of the company,” and said, “As Kia Motors K9 was released in the past, sales were sluggish.(192,000 +0.79%)A representative example is the case where the group chairman made a breakthrough by replacing the protocol vehicle with the K9.”

Chung-Hee Lee, a professor of economics at Chung-Ang University, said, “Consumers know that commercial advertising is obvious, but if the chief executive of the company directly introduces products and services, it gives a sense of trust and the ability to deliver messages is much clearer.” “Past 1st-generation owners are conservative. They didn’t communicate directly. Recently, CEOs actively use SNS and show their faces, giving consumers a sense of curiosity and anticipation.”

He added, “However, you have to be careful because there is a possibility that you may make a mistake or go unintentionally. If you manage this part well, the direct communication of the CEOs can be viewed quite positively.”

Reporter Kang Kyung-joo [email protected]