Lim Young-woong and G-DRAGON Redefine Financial Branding in Korea
In a bold marketing move, Hana Bank has enlisted two of South Korea’s most iconic stars, Lim Young-woong and G-DRAGON, to represent entirely different facets of its brand identity. While worlds apart in style and persona, both artists are strategically expanding the bank’s appeal across generations.
G-DRAGON, the avant-garde icon of Korean pop, revealed a vibrant new teal hair color via social media on June 12 — a direct nod to Hana Bank’s signature color. Known for his daring fashion sense, the K-pop legend previously paid homage to the bank using nail art, shaping his fingers into the number ‘1’ to symbolize ‘Hana.’ He even posted it at the symbolic time of 11:11, underscoring the attention to detail synonymous with his creative brand.
Far from a passive model, G-DRAGON takes an active role as a creative director in Hana Bank’s campaigns. The Las Vegas Sphere’s enormous LED dome lit up with neon daisies — a G-DRAGON trademark — in a spectacle fusing graffiti, holograms, and digital artistry. The campaign resonated strongly, especially with millennials and Gen Z, prompting viral reactions like “I’m switching my main bank” and “Only Hana Bank from now on.”
On the opposite end of the spectrum is Lim Young-woong, who embodies warmth and everyday trust. His February advertisement for a retirement savings plan showed him in a modest beige sweater, deviating from stage glam to emphasize reliability. With soothing acoustic guitar backing, he softly narrates, “Just like now, we’ll protect each person’s happiness for a lifetime. Hana Bank will safeguard your cherished moments.”
This low-key yet emotionally resonant approach struck a chord, especially with customers in their 40s and 50s. His advertisement garnered over 9 million views for the 15-second clip and another million for the full version. Families and older audiences praised the campaign’s sincerity and trust-building message.
Ultimately, Hana Bank is playing a smart dual-card strategy. G-DRAGON appeals to those eyeing the future of digital finance, while Lim Young-woong reassures those who value dependable long-term partnerships. Each star speaks to a different demographic, yet both align seamlessly under the same brand, proving that diversity in branding isn’t just effective — it’s essential.
