Coway and BTS take over Dhoby Ghaut MRT station as it expands into SG

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South Korean household manufacturer Coway has launched its operations in Singapore, further enhancing its presence in Southeast Asia.

Through its expansion, the brand aims to enhance the quality of life for Singaporeans with its products and services and to reinforce its commitment to promoting well-being in more homes worldwide.

Currently, Coway has expanded its global presence with subsidiaries in Malaysia, Vietnam, Thailand, Indonesia and the US.

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In conjunction with Coway's launch in Singapore, the brand is unveiling a complete station domination at Dhoby Ghaut MRT station, showcasing its global brand ambassador K-pop band BTS.

The takeover includes wrap on escalators, pillars in the station and more.

As part of the station takeover, Singaporeans can win exclusive Coway merchandise by showcasing their most creative photo at the branded station.

"Coway is thrilled to embark on our journey in Singapore, promising to elevate everyday living through our unparalleled water and air solutions, a legacy we have cultivated across 10 million households worldwide. With our official website now live in Singapore, accessing our diverse range of products has never been easier," said Kyle Choi, chief executive officer of Coway Malaysia and Singapore.

"We will continuously expand our offerings with more exciting products. Additionally, Coway products will soon be available on Shopee and Lazada as well," added Choi.

BTS was named the brand's ambassador in March 2021. Coway said BTS is renowned for appealing to a diverse audience worldwide and that this will help the brand expand its international presence, reach new consumers, and increase brand awareness.

As its brand ambassadors, BTS will represent both the corporate image and the products such as water purifiers, air purifiers, and mattresses.

At the same time, Coway also plans to collaborate with artists from Big Hit Entertainment, the agency managing BTS, for various marketing projects in the future. Big Hit also manages other global acts including TXT(TOMORROW X TOGETHER).

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