Rakuten Viki is one of Asia’s top regional entertainment streaming platforms. The company clearly has ambition to grow in English-speaking markets as it mounts a “K-Drama Day” promotional campaign complete with ad spots featuring actors Will Poulter, Victoria Justice and Alicia Hannah-Kim.
Viki has designated Sept. 30 as “K-Drama Day.” The streamer has a host of promotional activities and curated selections on its streaming platform in the hopes of encouraging pop culture fans to sample their shows. Viki offers a range of free and subscription streaming options and is widely distributed across Samsung, LG and other connected TV platforms.
Viki’s push for the “K-Drama Day” campaign targeting U.S. viewers is a nod to the growing appeal of Korean-language serial drama series. Many Korean dramas and remakes have gained traction with viewers in markets around the world through their easy availablity on Netflix, Disney+, Tubi, Roku and many more FAST channels and platforms.
In the Viki spot, the actors poke fun at the brand name “Viki” by associating it with the feminine name Vicky. “It’s the O.G. streaming platform for Asian dramas,” Poulter explains to Justice.
LISTEN: Korean Drama Boom: Viki Chief on How Global Streaming Ignited Demand for Asian Content
The spot focuses on Poulter and Hannah-Kim working to introduce Justice to the genre of K-dramas and their appeal. It references well-known K-drama series such as “Lovely Runner,” “Study Group,” “Train to Busan,” “The First Night with the Duke” and “Reborn Rich.”
“Over the past two years, the excitement around K-Drama Day has grown on a global scale. This year, we are taking the celebration to a whole new level by collaborating with Will Poulter, Victoria Justice and Alicia Hannah-Kim, spotlighting the vast fandom of K-dramas,” said Karen Paek, VP of marketing at Rakuten Viki. “We’re also providing free access to fan-favorite series, launching exciting giveaways with world-class partners and more. Viki is on a mission to share the joy of K-dramas with audiences around the world.”
Rakuten Viki is part of the Tokyo-based conglomerate Rakuten Group, which has broad interests in retail and services, consumer products, technology and media and more. The company has more than 30,000 employees in 30 countries. Rakuten Viki is based in San Mateo, Calif. and in Tokyo.
Here is the spot:
