Interactive events at Sangam Culture Depot

Safety and immersion guide videos produced

A scene from the safety viewing guide video Kumho Tire produced to mark its participation in Netflix's "Netfljanchi" festival. [Kumho Tire]
A scene from the safety viewing guide video Kumho Tire produced to mark its participation in Netflix's "Netfljanchi" festival. [Kumho Tire]

Kumho Tire announced Friday that it will participate as an official partner in "Netfljanchi," Netflix's offline fan festival marking the 10th anniversary of its Korean service, which runs for two days starting Saturday at the Sangam Culture Depot in Mapo-gu, Seoul.

"Netfljanchi" is an offline fan event Netflix organized to celebrate a decade of service in Korea. The festival features audience participation programs built around popular Netflix content, along with celebratory performances.

Kumho Tire supported the production of a "safety viewing guide" and an "over-immersion guide" video to help attendees enjoy the event safely and comfortably. The videos, created in collaboration with Netflix, are available at the venue and on Kumho Tire's official YouTube channel, "Xtra TV." The company will also run interactive events featuring its brand characters throughout the festival.

Kumho Tire became the first domestic company to sign a brand partnership with Netflix, doing so in March. It is currently running a three-phase annual campaign called "Kumho Tire Net! Guide," which uses the company's original characters. The campaign draws on popular Netflix intellectual properties — following "Squid Game" with "Single's Inferno" — to communicate the brand's core value of safety in an approachable way and strengthen engagement with the MZ generation.

At this event, the company plans to join in celebrating Netflix Korea's 10th anniversary while offering attendees a distinctive brand experience.

"We hope customers will create special memories together with Kumho Tire's characters at this event," said Yoon Min-seok, executive director of Kumho Tire's global marketing division. "We will continue to expand our communication with customers through marketing activities tied to a wide range of content."

Meanwhile, Kumho Tire has deployed its official characters — "Ttoro" and "Roro," introduced in 2011 — across a variety of marketing initiatives, including in-theater emergency evacuation announcements and digital content. More recently, the company has continued its collaborative campaign with Netflix while also running a dedicated Instagram account for the characters to engage with consumers.


eyre@heraldcorp.com