# Idol Branding Asian pop culture icons extend into branding to reflect fandom. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Apr 29, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/easternized-branding ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## What is the Idol Branding trend? **Idol Branding:** Recognizing pop culture fandom, particularly in certain parts of Asia, brands are turning to pop icon branding to cater to that market demographic. Referencing infamous K-Pop groups and famous anime characters, brands are using the popularity of cultural icons to not only connect with those fan bases, but also transform their products into a unique collectible item. ## At a Glance - Evidence: 4 featured examples - Articles from: May 8, 2013 to Feb 27, 2014 - Published: Apr 29, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Themes within the Idol Branding trend ### Fandom Branding Brands are using pop culture fandom to connect with certain market demographics, promoting collectibles with the aid of cultural icons. ### Celebrity Endorsement Brands are explicitly endorsing celebrity-like qualities such as the desire to smell like a boy band member or to have South Korean girl group legs. ### Anime-inspired Merchandise Companies are expanding and marketing merchandise with the aid of anime or cartoon shows to suit market needs and promote extra fandom. ## What the Idol Branding trend means for industry ### For Beauty Industry Cosmetic products are expanding to capture the market of popular culture fandom by collaborating with boy bands or girl groups in Korea. ### For Entertainment Industry Fandom-based marketing is generating public interest and motivating greater product sales through idol and anime merchandise. ### For Retail Industry Retail companies are providing various merchandising options to expand market scope and engage consumers, contributing to customer loyalty and satisfaction. ## Workshop question What iconic elements can be incorporated into your branding to ensure it stands the test of time? ## Trend signals for Idol Branding Trend score 3.2 out of 10, from popularity 59%, activity 31%, freshness 8%. - Popularity: 59% - Activity: 31% - Freshness: 8% ## Examples of the Idol Branding trend 4 featured examples from May 8, 2013 to Feb 27, 2014. - [Transformative Anime Pens](https://www.trendhunter.com/trends/sailor-moon-merchandise): Bandai's Sailor Moon Merchandise Honors the Cartoon's 20th Anniversary (Category: Marketing) Implication: Designing and producing character-inspired merchandise for popular animated shows, creating a lucrative market in the entertainment merchandising industry. - [Boy Band-Approved Perfumes](https://www.trendhunter.com/trends/perfume-bottle-design): South-Korean Pop Stars Put a Scent on Dreamy Girls (Category: Fashion) Implication: The beauty industry can leverage celebrity collaborations to create buzz and incentivize purchases from fans. - [Anime-Inspired Singer Ads](https://www.trendhunter.com/trends/sistar): The Korean Pop Group 'Sistar' Parodies Sailor Moon in This Commercial (Category: Pop Culture) Implication: The e-commerce industry can explore collaborations with popular anime shows or characters to attract younger consumers and enhance brand visibility through unique marketing campai… - [Celebrity-Endorsed Leg Balms](https://www.trendhunter.com/trends/leg-balm): Leg Balm by Holika Holika Gives You Girl Group Legs (Category: Fashion) Implication: The beauty and cosmetics industry can explore the creation of leg products that give consumers the appearance of celebrity legs. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)