If you’ve ever watched a Korean drama and suddenly found yourself craving fried chicken, admiring a lipstick shade, or Googling a wristwatch, you’re not alone. K-dramas are not just beloved for their storytelling and visuals—they’re also one of the most powerful platforms for product placement (known as PPL) in the world. From beauty brands to smartphones, certain companies keep showing up across multiple series, often becoming as iconic as the characters themselves.
So why do the same brands keep popping up in K-dramas? The answer lies in a perfect storm of high viewership, emotionally driven storytelling, and subtle (or sometimes obvious) integration that feels natural rather than intrusive. In fact, some of the most unforgettable K-drama moments are tied directly to the brands featured in them.
Here are the top brands that consistently appear in K-dramas—and why they’ve become part of the drama-watching experience.
1. Subway
Let’s start with the undisputed king of K-drama product placement: Subway. This sandwich chain has appeared in dozens of dramas, from Goblin and Descendants of the Sun to Crash Landing on You and Vincenzo. Whether it’s a casual lunch scene or an emotional heart-to-heart over a sandwich, Subway always finds its way in.
Their PPL (product placement) strategy is so recognisable, it’s practically a meme in the K-drama community. But it works. After major drama appearances, Subway’s sales in Korea—and abroad—often surge.
2. Laneige
When it comes to beauty brands, Laneige is a K-drama favourite. Known for its glowy, youthful skincare, Laneige has been featured in shows like My Love from the Star, True Beauty, and Start-Up. Often, characters are seen applying the brand’s famous Lip Sleeping Mask or layering on its iconic Water Bank Cream.
These scenes are rarely subtle—but they don’t have to be. Skincare routines are naturally embedded into Korean culture, so when a character freshens up with Laneige, it feels like a glimpse into their real life.
3. Samsung
You’ve probably noticed that every character in a K-drama seems to use the same phone—and more often than not, it’s a Samsung. Whether it’s the Galaxy Z Flip, Galaxy Buds, or even Samsung TVs, the brand is everywhere in Korean entertainment.
Samsung doesn’t just rely on background placement either. In many dramas, the phones are part of the story: used for video calls, dramatic text reveals, or even as part of an app that drives the plot (like in Love Alarm).
As a Korean brand with global dominance, Samsung has the budget and cultural relevance to consistently partner with top-tier productions. Plus, product tie-ins often coincide with their new product launches.
4. Beanpole and Eider
When it comes to fashion, Beanpole (casual wear) and Eider (outdoor wear) are brands that pop up regularly in K-dramas. Whether it’s a character’s autumn jacket or hiking gear for a romantic mountain scene, these brands are easy to spot.
Beanpole’s stylish yet understated aesthetic has made it a go-to for dramas looking to dress characters in office-appropriate or casual looks that feel current without being too flashy. Meanwhile, Eider’s outdoor gear often shows up in action-packed or adventure-based series.
These brands are Korean-owned and lend themselves well to both everyday fashion and stylized storytelling. Their presence supports the K-fashion ecosystem while subtly promoting seasonal trends.
5. Sulwhasoo
If the drama involves older characters, prestigious women, or scenes set in elegant homes, chances are you’ll see a bottle of Sulwhasoo somewhere in the background. This high-end skincare brand is a staple in period dramas and family-focused series.
With its traditional Korean herbal ingredients and luxe gold packaging, Sulwhasoo naturally fits into scenes that depict wealth, tradition, and elegance—often used by mother figures or powerful female leads.
Sulwhasoo elevates a scene’s mood instantly. Its presence suggests sophistication and cultural heritage, aligning perfectly with K-dramas that explore family legacies, chaebol life, or period pieces.
6. Maxim Coffee
Whether it’s an early-morning office scene or a late-night heart-to-heart, Maxim instant coffee sachets make frequent cameos in Korean dramas. Characters are often seen mixing it at the office water dispenser or offering it as a token of warmth.
It’s one of the most beloved comfort items in Korean daily life, and K-dramas reflect that cultural reality. Some series even feature branded mugs or close-ups of the sachet.
It’s an affordable, nostalgic product with high relatability. Maxim doesn’t just promote a beverage—it promotes a mood: cozy, familiar, and sincere.
7. Olive Young
The K-beauty mega-retailer Olive Young doesn’t just sell the products you see in K-dramas—it appears in them, too. Whether a character is shopping for a new serum or bumping into a love interest while browsing lip tints, Olive Young stores are regular settings for slice-of-life scenes.
Sometimes, the camera lingers on bestsellers, hinting at what’s “trending” in real life. It’s a seamless way to bridge in-universe storytelling with real-world commerce.
Olive Young has massive brand recognition in Korea and is a central part of modern youth culture. Featuring it feels natural—especially in dramas targeting younger, beauty-conscious viewers.
8. Hyundai
You’ll notice that many lead characters in K-dramas drive Hyundai cars, especially in recent years. The Hyundai Sonata, Palisade, and Ioniq electric vehicles have all gotten prominent screen time. Sometimes the branding is subtle; other times, it’s highlighted with slow, sweeping shots of the car’s dashboard or features.
This is especially true in high-budget dramas like Crash Landing on You and Vincenzo, where sleek, modern vehicles are part of the characters’ aspirational lifestyles.
Hyundai’s vehicles represent success, style, and innovation—making them a natural fit for leads who are CEOs, lawyers, or star athletes. The brand’s global ambitions also benefit from K-drama exposure.
9. bb.q Chicken
Another brand that makes frequent and memorable appearances in K-dramas is BBQ Chicken. From heart-fluttering dates to late-night comfort food scenes, BBQ Chicken is often the go-to spot for characters looking to bond over crispy, golden-fried goodness. It’s been featured in hit dramas like Crash Landing on You, Goblin, and Business Proposal, where the signature chicken and beer combo (known as “chimaek” in Korea) becomes almost symbolic of healing, friendship, or budding romance.
The warm, casual setting of BBQ Chicken outlets offers an ideal backdrop for everyday moments, making it feel authentic and relatable to viewers both in Korea and abroad.
Final Thoughts: K-Drama PPL Done Right
While product placement in Western media is often criticised as clunky or overly commercial, K-dramas have mastered the art of subtle (and sometimes not-so-subtle) brand integration. When done well, these placements enhance the story, ground it in reality, and even inspire viewers to try the products themselves.
Brands like Subway, Laneige, Samsung, and Maxim keep coming back to K-dramas not just because they get visibility—but because the audience is emotionally invested in what the characters wear, eat, and use. It’s storytelling meets shopping—and no one does it better than K-drama.
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