"If you build it, he will come" is the memorable quote from the movie Field of Dreams. In the case of KBS' new drama IRIS, the phrase should be changed to: "If you show it, they will buy." Companies who have had their products such as shoes, clothes, and/or accessories recently featured in the hit drama have seen their sales increase drastically since the show's airing. IRIS is receiving sponsorship from over 40 different fashion brands including Replay, Cartier, Emporio Armani, Nina Ricci, etc. An example of a brand whose had huge success with product placement is Korean domestic jewelry brand, Macos Adamas. The company recently featured a necklace, which Lee Byung Hyun wore on multiple episodes of IRIS; the necklace (~$168) since then has been sold out. Macos Adamas has also seen the sales for the "iron cross ring," (~$150) which Big Bang's T.O.P wore for the second episode increase six fold since the airing. Consumers have also been clamoring for high-end luxury goods featured on IRIS. A representative for Chaumet has stated that interest in the Chaumet Dandy Chrono Steel watch (~$6,700), worn by Jung Jun Ho since the fourth episode, has increased three times. This consumer demand for anything and everything IRIS-related has been dubbed the "IRIS Syndrome" by the people. A show that entertains and sets trends at the same time.
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