Thai show promotes K-beauty products

[Anchor]

This is a survival program that selects the final contestant after fierce competition. What you are watching is a recording of an audition program currently airing in Thailand.

The mission given to the participants is none other than promoting Made in Korea, Korean products.

This is a scene of new market development where local content meets K products, reported by our Bangkok correspondent Jung Yoon-seop.

[Report]

This is the recording site of a program from a Thai terrestrial broadcaster.

Celebrities are playing a bowling-themed game.

["The winning team in this game will earn 5 points!"]

However, on stage, Korean cosmetics and health supplements are displayed.

It is a survival program where the best promotion of Korean products wins.

[Sutthiwat Thawisin/Thai singer and actor: "(To win) you need to utilize social media well, think smartly, and especially have creative presentation skills."]

The method involves evaluating the results of tasks such as promotional photo shoots along with points earned through various games, determining the eliminations each episode.

[Tikamporn Rittapinan/Thai actor: "Korea is a country leading innovation in the beauty sector, so I want to emphasize that the products are innovative."]

Korean products appear in all the tasks, allowing viewers to naturally learn about the products while enjoying the program.

[Ryu Seong-pyo/Program co-planner: "Korean companies have faced many difficulties in promoting their products in Thailand, so we created this program to approach Thai people in a more friendly manner."]

In the first season two years ago, which featured only cosmetics, sales reached 7 billion won.

This broadcast has added health supplements, aiming for sales of 10 billion won.

[Kim Hyung-dae/Health supplement company representative: "If Thai celebrities experience and introduce our health products, consumers will be more likely to trust and purchase them."]

The collaboration with local cultural content is proving effective in helping Korean small and medium-sized enterprises expand their overseas markets.

Reporting from Bangkok, this is KBS News Jung Yoon-seop.