Leave it to Ji Sung to keep garnering positive buzz for his performance thus far in the MBC Wed-Thurs drama Kill Me Heal Me. It’s the current ratings leader even if the ratings are still low double digits as is the general ratings landscape for all the weekday prime time dramas. What marketers love isn’t just ratings but buzz, which can sometimes indicate that the drama is influencing trends or having an impact on raising sales for brands featured in the show. That’s exactly what’s happened with KMHM but in a hilarious twisted gender way.
One of Ji Sung’s multiple personalities in the drama is a 16 year old boy-crazy ditz named Ahn Yoo Na, a role that immediately became a viewer favorite with both her over-the-top antics and how masterfully Ji Sung portrayed the teen attitude with such earnestness. The lipstick Yoo Na wore during the drama is a Hera brand lip tint which has now sold out in Korea within the last week, plus the rabbit fuzzy polyester PJ set that Yoo Na appropriated from leading lady Ri Jin has also flown off the shelves. Even the twin brother alter ego Yoo Sub is turning into an unwitting fashion model as the striped lounge shirt he wore in episode 9 also sold out. Dang, you go Ji Sung!
It’s been awhile since the media has covered a bona fide K-drama fashion (make up or clothing) influence, the most memorable recent spokesmodels that sold out a particular product was Jeon Ji Hyun giving YSL lipstick the biggest boost since ever thanks to You From Another Star, and even earlier it was Yoon Eun Hye crying and looking lush-lipped thanks to Nars lipstick in Missing You which went out to fly off the shelves.