Online searches for certain brands skyrocket following BTS collaboration

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Metro Manila (CNN Philippines, July 10) — They may already be popular in the market, but some international brands still bank on the global influence of the biggest K-pop group BTS.

So what happens after brands secure collaborations with BTS? Meta-search website iPrice said consumers' online interest increase by more than twofold.

In a report, iPrice cited the group's six brand endorsements or collaborations in the past three years.

Fast-food chain giant McDonald's gained a 47% increase in interest among Filipinos following its collaboration with BTS in May.

McDonald's launched the BTS Meal, which consists of 10 pieces Chicken McNuggets with limited edition sauces in cajun and sweet chili, a medium Coca-Cola, and medium fries, all wrapped in BTS signature purple packaging.

McDonald's Philippines late in June bared that it sold 3.5 million pieces of chicken nuggets on the launch of the BTS meal—a dramatic increase of 1,000% compared to its average daily nugget sales, McDonald's Philippines managing director Margot Torres told ANC in an interview.

At that time, Torres said "close to a million" BTS Meals were sold since the launch.

The South Korean boy band was also tapped by Coca-cola and Louis Vuitton, with both brands generating a 127% and 65% spike, respectively, in online interest.

South Korea's Samsung also released a BTS edition of Galaxy S20+, earning it a whopping 73% surge in Google searches.

Indonesia's shopping site Tokopedia also gained from partnering with the global pop sensation group, iPrice said.

"Filipinos certainly did not know much about this site, being, you know, based in the Philippines and all. But after collaborating with such big influencers like BTS, Filipinos' searches on Tokopedia also surged by 98%," it added.

Since the collaboration is ongoing, Tokopedia's online interest continued to increase by 225% in 2020.

Fila was the only brand that "didn't see as much success" in 2018, iPrice noted.

In a previous report, iPrice said its global fan base—known as BTS Army—can shell out an average of $1,422 on the group's merch, concert tickets, and albums.