Win for Pei Pa Koa as Wicked cast gushes over the herbal remedy

Chinese natural herbal remedy Nin Jiom Pei Pa Koa, commonly known as Pei Pa Koa, has seen a spike in social engagement (61,772) after the cast of Wicked Cynthia Erivo, Ariana Grande, Jonathan Bailey and Jeff Goldblum gushed over the product, according to media intelligence firm Truescope.

In a recent interview with Hong Kong news outlet Newsdaily Asia, the cast were gifted a box of the herbal syrup to which Erivo said that she's used it and that she loves it. "It's like a cough syrup but it's the most soothing thing for singers. Every time I've done a show this is the thing I have to use," said the actress who portrayed Elphaba in the Universal Pictures musical adaptation.

"This got me through performing a musical, eight shows a week," said Bailey. "You'll sound like a flute," he added. In response Goldblum said he needs all the help he can get if the syrup "really works" while Grande said she will add it to her vocal box. 

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Of the social engagements, neutral sentiments were mainly driven by online articles and posts on how the cast reacted to Pei Pa Koa. Meanwhile, mixed sentiments stemmed from remarks that the herbal candy was popular among people with different occupations, such as actors, call centre agents, teachers, and singers, among others. Some mentioned that singer Zayn Malik also used the herbal remedy, said Truescope. 

Positive sentiments comprised of netizens’ appreciation for the herbal candy, sharing their personal experience with the product, and emphasising its effectiveness in soothing sore throat. In overall, public sentiments towards Pei Pa Koa were mixed. "While many expressed appreciation towards the herbal candy and echoed its effectivity, others highlighted that it was only used for short-term relief, underscoring the importance of brands highlighting the specific purpose of their product," said Truescope. 

Following the interview, Pei Pa Koa saw words such as "obsessed", "soothing", "essential" and "love" associated to the brand, according to media intelligence firm CARMA. Its word cloud also saw the cast's names. 

The brand's sentiments also raised slightly from 11.5% positive to 13.8% positive, said CARMA.

Similarly, the brand saw a spike in chatter in June this year when British singer Zayn Malik mentioned that he is a fan of the medication. In an interview with British Vogue for its ‘In the Bag’ series, Malik said that he always carries around a bottle of Pei Pa Koa in his Fendi duffle bag as it is good for the vocal cords when singing. 

Referring to it as a "honey from China" and a "special elixir", Malik said that he takes the medication wherever he goes and that it helps when he is singing. He added that he typically mixes the syrup with water before he drinks it. "Mix it with a bit of water, Bob's your uncle," he said.

According to Kelvin Koh, managing director of Truescope Singapore, the news quickly gained international traction, with coverage spanning Singapore, Malaysia, and Indonesian mainstream media, leading to Pei Pa Koa becoming one of the top searched keywords on 6 June. This demonstrates the significant impact of the media coverage on brand visibility, said Koh. 

Meanwhile, the release of Wicked has seen plenty of brands rushing to harness the movie's magic in their own marketing strategies. Brands such as Crocs and Starbucks released products inspired by the movie while Grande's r.e.m beauty brand unveiled two makeup kits inspired by the main characters Elphaba and Glinda. 

foodpanda Singapore and yuu Rewards Card even posted a cheeky social media post where it used its mascots to replicate the movie's iconic poster.

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