What does K-pop taste like? According to Coca-Cola: Peaches.

Industry

Published: 20 Feb. 2024, 18:46 Updated: 20 Feb. 2024, 22:14

What does K-pop taste like? According to Coca-Cola: Peaches.

Coca-Cola Zero K-Wave flavor, the latest addition to Coca-Cola Creations [COCA-COLA COMPANY]

How does K-pop taste?

Intrepid drinkers can find out with the new Coca-Cola Zero K-Wave, a new limited edition flavor that Coca-Cola introduced on Tuesday. The product is inspired by the global influence of K-pop and its “passionate and devoted” fandom.

The K-Wave flavor, categorized under the "Coca-Cola Creations" line of limited-edition variants, is set to hit shelves in 36 countries worldwide, spanning from Korea to the United States, France, Spain, Singapore and Japan.

Described as a “citrusy bias” flavor in Korean, or “fantasy fruity” taste elsewhere, the K-Wave Coke variant aims to capture the “electrifying essence of Coca-Cola Zero and the emotions experienced by fans when first enchanted by their favorite K-pop artists,” according to the company. Despite containing peach and some other elements, the taste evokes tropical foods like bananas and candy, resembling an artificial, carbonated cocktail with a hint of traditional Coke Zero.

K-pop group ITZY of JYP Entertainment teaches dance moves for "Like Magic", a promotional song for Coca-Cola Zero K-Wave, during a global media conference in Yeouido, western Seoul, on Tuesday. [SEO JI-EUN]

The company emphasizes delivering an experience, rather than just a taste, in connection to Korea and its culture.

The packaging features silver, pink and mint colors alongside a holographic effect designed to “visually evoke the dynamic and energetic atmosphere often seen at K-pop concerts.” The Korean Coca-Cola logo stands out alongside the English logo on the packaging.

The launch of the K-Wave flavor follows Coca-Cola's previous collaborations, including the limited-edition 'Coca-Cola Zero Stardust' product it released in 2022 and partnerships with the EDM artist DJ Marshmello and League of Legends developer Riot Games.

From left, Oana Vlad, senior director of global brand strategy at Coca-Cola; Kwon Jung-hyun, TM category lead at Coca-Cola; and Park Jin-young, chief producer of JYP Entertainment, answer questions from press during a global media conference in Yeuido, western Seoul, on Tuesday. [COCA-COLA COMPANY]

For this launch, the Atlanta-based beverage company partnered with JYP Entertainment, one of the largest K-pop agencies in Korea, collaborating with three JYP groups — Stray Kids, ITZY, and Nmixx — as well as the agency's chief producer, Park Jin-young. The parties collaborated on a song and music video, both titled “Like Magic.” Additionally, Coca-Cola will sponsor Inkigayo's K-wave concert scheduled for June 2.

During a global media conference in Yeouido, western Seoul, on Tuesday, Coca-Cola underscored the passion of K-pop fans as the driving force behind the selection of K-Wave as a new mystery flavor.

Coca-Cola Zero K-Wave flavor [SEO JI-EUN]

“With each Coca-Cola creation, we pick a part of culture, and then we use the global scale and presence of our brand to amplify it and really allow the whole world to enjoy that part of culture,” said Oana Vlad, a senior director overseeing global brand strategy at Coca-Cola.

Kwon Jung-hyun, TM category lead at Coca-Cola, highlighted K-fandom's distinct ability to overcome the barriers of race and language, noting that fans learn the Korean language, organize advertisements for idols' birthdays and volunteer in the name of their favorite communities.

“K-fandom stands out with an extra layer and a higher energy level compared to other fan communities,” said Kwon. “Recognizing this, we believed there was a connection between Coca-Cola's pursuit of magical moments and the enchanting culture fostered by K-fandom and wanted to showcase it through Coca-Cola Creations,” Kwon said.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]