How do you present
your brand experience to audiences? Start with a cuppa coffee.Find out how
Sennheiser engage youths through coffee culture.
your brand experience to audiences? Start with a cuppa coffee.Find out how
Sennheiser engage youths through coffee culture.
South Koreans are now
amongst the top global consumers of coffee, and the country is home to over
12,300 coffee shops. http://coffeexpo.info/about-the-coffee-industry/
amongst the top global consumers of coffee, and the country is home to over
12,300 coffee shops. http://coffeexpo.info/about-the-coffee-industry/
It is apparently a
common habit amongst Koreans to have three to four cups of coffee a day.
common habit amongst Koreans to have three to four cups of coffee a day.
When interviewed, a
local said, “Koreans have this urge to have a cup of coffee even if they do not
get to have a bowl of rice”.
local said, “Koreans have this urge to have a cup of coffee even if they do not
get to have a bowl of rice”.
The coffee culture has
its roots as early as 1902, when coffee shops were known as “dabang”. In 1960s,
the “dabang” became a popular place for dating couples. The first themed
dabang, or café, surfaced in 1970s – a music café. It was a place of freedom
for college students who could express political opinions.
its roots as early as 1902, when coffee shops were known as “dabang”. In 1960s,
the “dabang” became a popular place for dating couples. The first themed
dabang, or café, surfaced in 1970s – a music café. It was a place of freedom
for college students who could express political opinions.
Today, coffee culture
has seeped through the Korean lifestyle. Visiting cafes have become a main
event for some – before and after meals, coffee dates for couples, gathering
with friends, or studying session at café.
has seeped through the Korean lifestyle. Visiting cafes have become a main
event for some – before and after meals, coffee dates for couples, gathering
with friends, or studying session at café.
This is especially so
amongst Korean youths. Going to the café is like an escape, a breath of fresh
air from their busy school schedule.
amongst Korean youths. Going to the café is like an escape, a breath of fresh
air from their busy school schedule.
Riding on this coffee
culture, premium headphones brand Sennheiser opened its first concept cafe in
Korea. At the “Sennheiser Music Café”, customers enjoy premium coffee in a
relaxed environment and get to test-drive the wide range of headphones. They
are also introduced to new music, via the café’s playlist. Most customers at
the café are students – either doing revision, or having a chat with friends.
culture, premium headphones brand Sennheiser opened its first concept cafe in
Korea. At the “Sennheiser Music Café”, customers enjoy premium coffee in a
relaxed environment and get to test-drive the wide range of headphones. They
are also introduced to new music, via the café’s playlist. Most customers at
the café are students – either doing revision, or having a chat with friends.
One of them was Lee
Gin-ha, 26, from the nearby SungKuenkwan University. The law undergraduate who
drinks coffee 3 – 4 times a day said, “I listen to music all the time, while I
study, while I commute on the subway.” It was his first time at Sennheiser
Music Café, and he was interested to try out the products.
Gin-ha, 26, from the nearby SungKuenkwan University. The law undergraduate who
drinks coffee 3 – 4 times a day said, “I listen to music all the time, while I
study, while I commute on the subway.” It was his first time at Sennheiser
Music Café, and he was interested to try out the products.
 |
| Lee Gin-ha (left) studying with a friend |
Audiophile Room
Home Wireless
“Sennheiser Music
café” is situated at Daehakro, where you can find many arts performances and
universities, including the best university in Korea, Seoul National
University. Mini concerts are held regularly at the café, congregating youths
to support the local muscians and bands.
café” is situated at Daehakro, where you can find many arts performances and
universities, including the best university in Korea, Seoul National
University. Mini concerts are held regularly at the café, congregating youths
to support the local muscians and bands.
“Sennheiser Music
Café” is a partnership with dal.komm Coffee, a coffee franchise chain. With a
strong position in the arena of music and entertainment, it has set itself
apart from franchise giant Starbucks, the first foreign café chain to enter
South Korea in 1999.
Café” is a partnership with dal.komm Coffee, a coffee franchise chain. With a
strong position in the arena of music and entertainment, it has set itself
apart from franchise giant Starbucks, the first foreign café chain to enter
South Korea in 1999.
Koreans are sensitive
to new trends and curious about foreign culture. From music, fashion, to food,
they are constantly hungry to try new experiences. As such, it is increasingly
competitive for brands and businesses to engage the consumer.
to new trends and curious about foreign culture. From music, fashion, to food,
they are constantly hungry to try new experiences. As such, it is increasingly
competitive for brands and businesses to engage the consumer.
Sennheiser’s approach
towards the Korean market is at the intersection of music, coffee and youth
culture. The brand has not just involved itself in the lifestyle of individual
Koreans, but also ventured into the heart of the community, where people can come
together and share experiences.
towards the Korean market is at the intersection of music, coffee and youth
culture. The brand has not just involved itself in the lifestyle of individual
Koreans, but also ventured into the heart of the community, where people can come
together and share experiences.
So how does a
brand start engage effectively?
Start by seeking where the market thirsts, in this case, their thirst for
coffee, literally.
brand start engage effectively?
Start by seeking where the market thirsts, in this case, their thirst for
coffee, literally.
* Interesting fact *
Most ordered drink in
the menu at cafes amongst students: Americano
the menu at cafes amongst students: Americano
Source : http://www.mynewsdesk.com/sg/mynewsdesksg/blog_posts/brand-engagement-start-with-a-cuppa-coffee-tellyourstory-21576
By Ashlyn Julia, Mynewsdesk
This is part of Mynewsdesk’s #TellYourStory series. #TellYourStory is a series to showcase stories from different brands, told by the people behind it and whom, made it happen. Find out what goes on behind-the-scenes of the brands you know, love and are inspired by.
