Founded three years ago as a YouTube-based content maker,
Ppanam, named after Paris’ old nickname Paname, now operates on
Facebook, YouTube and Instagram. The startup produces videos of French
influencers reviewing beauty products or fashion items from Korea.
Partnering up with more than 100 influencers in France, the company has
so far made more than 300 pieces of social media content.
Among
collaborative projects with French influencers is a YouTube video
featuring French K-pop cover dancers dancing in front of the Arc of
Triomphe in traditional Korean garments. The video has exceeded 2.2
million views.
The members of Ppanam first check products in
person before sending the items over to French influencers. Then, they
come up with a plan to show the true values of the items for consumers
in collaboration with French YouTubers or Instagrammers. They also
conduct online surveys on a regular basis to better understand
consumers.
Ppanam is one of the first Korean marketing startups
that connect Korean companies with French consumers through social media
channels. Some competitors have been sprouting up in the segment in
recent months, but Ham (the founder) said he was not worried about competition.
In 2020 the company would try to work with French influencers
to promote not only Korean brands but the cultural aspects of the nation
in Europe, but nowadays there are problems with the Corono-Virus.
“With the increasing popularity of K-pop and the
overall Korean culture, it seems now is the best time for companies like
Ppanam to help Korean firms to tap into the French market,”
(parts of the text from "The Korea Herald", January 6th 2020)
