Consumer Psyche

Kim Yuna is worth a million million now in Korea.

No one can escape Kim Yu-na in South Korea. The 19-year-old has just dominated the skating rink in Vancouver, and is now raising her share of the advertising market to another world-record level.

There was more than enough advertising and merchandise featuring the sensational figure skater even before her winning of the gold medal at the Winter Olympics; Yuna milk, Yuna bread, Yuna SUVs, Yuna air-conditioners, Yuna supermarkets, Yuna earrings, Yuna facial cream and Yuna teddy bears.

But now the competition for product endorsement is so high that firms are happily spending billions of won just to use her name.

Read full post here.