Indonesian candy Kopiko steals scenes in K-dramas

Indonesian candy brand Kopiko is stealing scenes in Korean TV and online streaming series. For years, viewers have watched characters in shows popping the sweet into their mouths, with the label prominently displayed. It is not a coincidence: Macrocom, a Seoul-based importer, has paid for the candy's product placement in more than a dozen shows since 2021. It started with "Vincenzo" on tvN, continuing with "Castaway Diva" on the same network in 2023, "Connection" on SBS in 2024, and most recently, "Brave New World," which is currently airing on SBS and Netflix. Macrocom and the brand’s manufacturer PT Mayora Indah Tbk, a major consumer goods company in Indonesia, began targeting the Korean dramas as a way to promote Kopiko. Their strategy for TV producers to show characters eating them to relieve stress and remark on its deliciousness. Over the past four years of TV exposure, Kopiko has built up its brand recognition here, leading to a boost in sales. GS25, a major convenience store franchise brand, sold more than 200,000 packages in a month after it went on shelves in 2024 for 1,000