By Tapping into the Popularity of BTS
Coway is about to join the club of one trillion won in overseas sales in 2021. This is due to a surge in the company’s sales in Malaysia, its largest overseas market.
The number of Facebook page followers for Coway Malaysia, created by Coway's Malaysian corporation, exceeded 159,000 as of June 30. The figure is similar to the number of Facebook page followers for Coway in Korea, which is 160,000.
In particular, the company’s water purifier business racked up 240.4 billion won, 33 percent of its total sales in Malaysia, in the first quarter. “This is the result of expanding the lineup of products tailored to local consumers and investing in brand marketing.” said a representative of Coway.
Market experts predict that Coway's overseas sales will exceed one trillion won in 2021 due to its growth in the Malaysian market.
Coway plans to solidify its position in Malaysia by tapping into the popularity of its ad model, the BTS. Malaysia has one of the largest BTS overseas “ARMY” fan clubs. According to YouTube statistics, it is the 11th country in the world in terms of listening to BTS music.