국내 음료산업에서의 아트콜라보레이션 사례와 활성화 방안 -한국야쿠르트의 7even을 중심으로-

Abstract

This paper discusses about examples of the products that used art collaboration in domestic beverage industry and the ways to activate the art collaboration in this field. The art collaboration is the way to produce products by applying arts of famous artists or their central images. The reason why the art collaboration is receiving much attention in this field is that it is perceived as the best way to add value to the product and improve the first impression of the product. The art collaboration is generally used in other countries of the world and used in various applications including fashion, make-up, furnitures, and other consumer products. The use of the art collaboration is also becoming more frequent in domestic industries. Especially, it is gaining popularity in domestic beverage industry among all domestic industries. This method is used to make consumer to recognize and buy the product of the company in the competitive world of beverage industry. This paper will see the examples and backgrounds of the art collaboration in domestic beverage industry and industries of the other countries. This article will also see the effects due to this and the ways to activate the art collaboration. This will be analyzed through the statistics of Korea Yakult's 7even product, and this will show how much the art collaboration product has influenced on the sales and value as a culture-fusion product. The interest on the art collaboration in current domestic industries is higher than ever. This study is expected to contribute to the beverage industry and other related industries.