BLACKPINK Lisa's SNS Post Sparks Stock Surge for 'Hatchu Ping' Character
A single SNS photo of global superstar BLACKPINK's Lisa has caused a stir in the South Korean stock market. It was just a picture of her smartphone, but a 'Hatchu Ping' product featured in the photo sent a company's stock price soaring.
One Photo Leads to a 22.4% Stock Price Surge
As of 12:30 PM on the 24th, SAMG Entertainment's stock price was trading at 63,400 won on the KOSDAQ market, up 22.4% from the previous trading day. In early trading, it even soared to 64,900 won, recording a 25.3% increase.
The origin of all this was a photo Lisa posted on her personal account the day before. In the photo, a 'Hatchu Ping' grip tok was clearly visible on her smartphone. Hatchu Ping is a popular character from SAMG Entertainment's representative animation 'Catch! Teenieping.'
The Influence of 100 Million Followers: Celebrity Effect Immediately Reflected
Lisa has a staggering 100 million followers on SNS. As soon as this enormous global fandom saw her post, interest in related toys and merchandise exploded.
The 'celebrity effect' was immediately apparent, with the company's image and sales expectations being reflected simply from posting a photo. It's an example of how the everyday sharing of a star with global influence can become marketing and even change the flow of the stock market.
Another 'Lisa Effect' Following Pop Mart
In fact, this isn't the first time Lisa's influence has been seen. A similar phenomenon occurred last year when she posted a photo of a character doll from Chinese toy company Pop Mart.
At the time, the resale price of the product skyrocketed to over 30 times the original price, and sales also surged. It proved a powerful influence that led to actual purchases, not just temporary interest.
The industry believes that this 'Hatchu Ping effect' is likely to follow the same trend as the Pop Mart case. In online communities and social media, inquiries from fans looking for Hatchu Ping merchandise are already flooding in.
Successful Turnaround After Poor Performance
SAMG Entertainment had been undergoing stock price adjustments due to poor performance in the recent second quarter. Operating profit for the second quarter of this year was 5.4 billion won, a 15% decrease compared to the previous quarter and below the market expectation of 6.4 billion won.
However, the Lisa effect has successfully turned the tide, attracting investors' attention again. It has dispelled concerns about poor performance and increased expectations for future growth potential.
Growing Expectations for Second-Half Performance Recovery
Experts are positively forecasting SAMG Entertainment's performance recovery in the second half of the year. This is because 'Catch! Teenieping Season 6' is scheduled to air from the second half of the year, and a collaboration project with SM Entertainment is also in the works.
Shinhan Investment & Securities researcher Kim Ah-ram analyzed:
"The third quarter is traditionally an off-season for toys, but sales are expected to rebound from the fourth quarter with the release of new Teenieping products and SM collaboration merchandise. Lisa's SNS post will have a long-term positive effect on enhancing brand awareness."
Opening a New Chapter in Celebrity Marketing
This incident has once again demonstrated the power of celebrity marketing. It has shown that even without spending expensive advertising fees, the natural everyday sharing of a star with global influence can have a more powerful effect than any marketing.
In particular, the phenomenon of fandom culture, especially among MZ generations, directly leading to actual consumption is becoming more pronounced. There is a strong tendency to willingly purchase products used by their favorite stars, even if the price is somewhat high.
It remains to be seen how long Lisa's 'Hatchu Ping love' will last and how positively this will affect SAMG Entertainment's performance.
Source :https://blog.naver.com/roadtowrestling
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