Avid fans of K-dramas are likely to welcome the news of the Rakuten Viki x TOUS les JOURS promotion that's making its debut ahead of Valentine's Day to satisfy fans with some sweet treats.
The promotion is running from February 1 through 14, 2026 and will reward customers who make any purchase at TOUS les JOURS with a one-month free trial of Rakuten Viki Pass Standard, while supplies last. The pass will grant ad-free access to all of the streaming service's Asian movies and dramas for fans to stream with a love interest, friends or simply on their own.
Chief Marketing Officer at TOUS les JOURS Regina Schneider spoke on the Rakuten Viki x TOUS les JOURS promotion saying, "Today’s consumers are looking for experiences, not just products. By partnering with Viki, we’re elevating dessert into a shared ritual… connecting great food with storytelling.”
Why This Trend Is Growing
- Cultural Cross-promotions
- Cross-industry promotions like the Rakuten Viki x TOUS les JOURS collaboration leverage cultural phenomena to enhance brand awareness and customer engagement.
- Experience-driven Marketing
- Brands are increasingly blending products with engaging experiences to create deeper emotional connections with consumers.
- Streaming Service Expansions
- Streaming platforms are exploring innovative partnerships to reach broader audiences and offer added value to their subscribers.
Industries Being Reshaped
- Bakery Industry
- The bakery sector is finding novel ways to connect with younger consumers through creative collaborations with popular media brands.
- Entertainment Streaming Industry
- Streaming services are tapping into consumer passions for cultural content by forming strategic partnerships that enhance subscriber offerings.
- Marketing and Advertising
- Innovative marketing tactics that merge storytelling with product offerings are redefining how brands interact with and attract new customers.
