Korean Drama Studios:Key Partners for Product Placement Success
K-Dramas and the Global Rise of Product Placement
Korean dramas have grown into a global entertainment powerhouse, attracting audiences not only in Asia but also across North America, Europe, and beyond. With this worldwide popularity, K-dramas have become more than cultural exports—they are also prime platforms for product placement. From skincare and fashion to coffee and tech gadgets, items featured in hit dramas often experience a surge in demand, both domestically and internationally. This trend reflects how deeply viewers connect with the stories and characters, making the products seen on screen feel aspirational and desirable. For global marketers, understanding which Korean drama production companies drive these cultural moments is essential to tapping into consumer influence at scale.
Kim Jong-hak Production: Legacy Drama Production Company
Kim Jong-hak Production (김종학프로덕션) is one of Korea’s most storied drama production companies. Founded in February 1999 by director/producer Kim Jong-hak, it grew out of Kim’s earlier company “Jcom” (established in 1992). The company operates as a subsidiary of ESA (a gaming firm) in its current structure. from wikipedia
Kim Jong-hak Production specializes in drama and film-outsourcing production, providing services from script development to full shoot and post-production. Its headquarters is located in Seoul, known to be in the DMC area. Over its history, the company has produced many well-known works tied to Kim Jong-hak’s reputation, such as large-scale period dramas and blockbuster series.
From a marketing or Product Placement (PPL) standpoint, Kim Jong-hak Production’s brand is associated with prestige, tradition, and ambitious storytelling. For global brands seeking visibility through dramas with strong emotional narratives, collaborating with Kim Jong-hak Production (or featuring in its dramas) can lend a brand a sense of gravitas and legacy.
Chorokbaem Media: Multi-Genre Drama & Entertainment Producer
Chorokbaem Media (초록뱀미디어) is a comprehensive entertainment company in Korea engaged in drama production, variety shows, and talent management. It produces content across television and digital media, handling both creative production and distribution efforts.
As a production company, Chorokbaem has a diverse portfolio, spanning genres from romance to thriller, and often partners with broadcasters to deliver serialized content. In its role, it forms a bridge between creative teams and advertisers, offering PPL opportunities in different formats and viewer demographics. Because Chorokbaem handles multiple genres, it gives prospective brand partners flexibility: product placements might appear in melodramas, comedies, or suspense series, which means a brand can pick the tone best aligned with its image.
With growing demand for content in Asia outside Korea itself, Chorokbaem’s catalog is increasingly licensed overseas. For a global brand looking to enter Korean drama PPL marketing, Chorokbaem can offer scalable placements not only domestically but across INternational streaming markets where its dramas are distributed.
Studio Dragon: Korea’s Premier Drama Production Powerhouse
Studio Dragon (스튜디오드래곤) is widely regarded as the foremost drama production company in Korea, responsible for many of the country’s global hits. It is known for producing and co-producing flagship dramas for broadcasters like tvN, OCN, and global streaming platforms. Studio Dragon leverages advanced in-house capabilities, detailed production pipelines, and strong syndication networks.
Because Studio Dragon’s dramas often reach viewers around the world, PPL within their series has global potential. Brands can benefit not only in Korea but also in overseas markets by placing products inside dramas that get exported. When a brand appears in a Masterpiece K-drama produced by Studio Dragon, the exposure is not limited to one country; it often reverberates across Asia, the Americas, and beyond.
Moreover, Studio Dragon is selective and maintains high production quality, so brands associated via PPL often gain a premium branding lift. Their narrative sophistication allows for deeper, more contextual placements — in character backstories, lifestyle settings, or emotional moments — rather than superficial banner ads.
IHQ: Integrated Entertainment & Drama Production Company
IHQ (아이에이치큐) is a South Korean entertainment company involved in multiple areas, including drama production, talent management, and broadcasting. While its public footprint is perhaps stronger in artist and content management, IHQ also participates in creating original drama projects and co-productions.
Because it straddles both content and talent management, IHQ offers a strategic advantage for PPL marketing: it can align casting choices and drama narratives with brand partners. For example, when a brand collaborates with IHQ on PPL, they might be able to negotiate both the product placement and an artist endorsement or cameo. This integrated model can yield synergies for marketers looking for multi-faceted exposure in a drama context.
DramaHouse: A Modern Drama Production Label
DramaHouse (드라마하우스) is a relatively newer drama production company, established on July 22, 2020 as a wholly owned subsidiary of SLL (formerly JTBC Studios). It was created to streamline and specialize drama production under the broader content umbrella of JTBC/JoongAng group.
Because it operates under a major broadcasting and content group, DramaHouse has access to strong resources and distribution channels while remaining agile in production. This makes it well suited for PPL integration: its newer dramas often aim to push creative boundaries, giving brands chances to insert products in innovative ways (e.g. thematic backdrops, character props, set dressing). Brands can benefit by aligning with fresh series that may get exported or licensed widely, particularly via streaming platforms looking for new titles.
Pan Entertainment: Legacy Content & Global Reach
Pan Entertainment is a well-known drama production company in Korea, responsible for series that have strong domestic and international appeal. (While not explicitly detailed in the cited Wikipedia segments above, Pan is a standard player listed among Korean production companies in program lists.
Pan Entertainment often produces romantic dramas, period epics, and works with major broadcasters and streaming platforms. Because of its track record and reputation, brands placing in Pan-produced series can expect reliable viewership and export potential. For global marketers, collaborating with a production company like Pan offers access to established storytelling formats and audiences who follow Korean drama releases internationally.
Strategic Product Placement Strategy
Partnering with Local Experts
For global brands, Product Placement (PPL) in Korean dramas is one of the fastest routes to visibility in Asia and beyond. But success doesn’t come from chance—it requires precise timing, the right drama, and the right cast. Securing placements early in production maximizes integration into the storyline, while evaluating star power and public reputation helps protect brand image.
Yet the real game changer is partnership with a local Korean agency. From script adjustments to cultural nuance, only local experts can navigate the fast-paced and highly competitive K-drama industry. International brands that skip this step risk awkward placements, wasted budgets, or even reputational damage.
By collaborating with trusted local partners, brands gain insider knowledge, direct production access, and the ability to create PPL moments that feel natural to viewers. In short, working with a Korean PPL agency isn’t optional—it’s the smartest investment for any brand seeking lasting impact through K-dramas.