Weather Marketing

[Anchor Lead]

As the fine dust problem continues to worsen, Koreans are seeking ways to purify the air, at least in their private spaces. In an effort to cater to consumer needs, companies are rolling out so-called "weather marketing" strategies.

[Pkg]

A plastic container in a lab is filled with white smoke. When an air purifier is turned on, the smoke clears up in less than 30 seconds. This is an air purifier performance test. So far this year, barely a day has passed without clouds of fine dust enveloping the country. As a result, factories manufacturing air cleaners have been operating around the clock.

[Soundbite] Lee Gye-bok(Samsung Electronics Executive) : "The plant is operated around the clock because of an influx of orders. The output of air purifiers has roughly doubled compared to the first quarter last year."

Having experienced unbearable heat waves last summer, consumers are already showing interest in purchasing air conditioners. This has prompted household appliance makers to respond quickly to such consumer needs by adding purifying functions to their air conditioners.

[Soundbite] Lee Gam-gyu(LG Electronics Executive) : "We are thinking about making the air conditioner an year-round appliance that can handle cooling, heating, indoor air conditions, and air purification."

Attempts to mitigate fine dust are ongoing in the automobile industry as well. Pertinent markets continue to expand as fine dust is becoming a chronic problem and an increasing number of consumers are demanding cleaner air.