BLACKPINK's Jennie Sparks Global Snack Craze, Boosting Nongshim's Market Value

Global superstar Jennie from BLACKPINK recently appeared on the popular U.S. talk show 'The Jennifer Hudson Show,' where she introduced Korean snacks, including her favorite, Banana Kick. Her endorsement led to a significant increase in Nongshim's market value, with stocks rising by over 260 billion KRW. The episode sparked a viral trend on social media, with hashtags like #BananaKick trending worldwide, showcasing the powerful influence of K-pop stars on global markets.

Nongshim quickly capitalized on the 'Jennie Effect,' sharing playful parody images of their snacks personified, celebrating the unexpected spotlight. The company expressed its commitment to expanding the global presence of its snack brands, following the overwhelming response.

This isn't the first time BLACKPINK members have influenced snack trends. Rosé previously mentioned her love for Spicy Shrimp Crackers and even demonstrated making 'somaek' (a mix of soju and beer), further highlighting the group's impact on promoting Korean culture and products internationally.

The phenomenon underscores the significant economic impact of celebrity endorsements, with Jennie's and Rosé's social media posts valued at millions of dollars per post. The Korean snack industry has seen a dramatic increase in exports, doubling over five years, thanks in part to the global popularity of K-pop stars.

However, the influence of celebrities can also have downsides, as seen with HYBE's stock fluctuations following controversies involving BTS and NewJeans. Despite these challenges, the 'BLACKPINK Effect' continues to drive interest and sales in Korean snacks worldwide.