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Ever since McDonald’s rang up double-digit sales increases in 2021 with its BTS Meal, American brands have lined up to do endorsement deals with K-pop stars. Coca-Cola, American Express, Levis, and even the National Basketball Association have all signed a K-pop group (or a breakout star from a group) to promote their wares.
But as ADWEEK reported this week, partnering with K-pop stars isn’t like working with a Hollywood celeb, and it’s not as straightforward as it looks.
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