Why Gelatoin’s Collaboration with SBS Plus is a Game Changer for Wellness Products in 2026
Daniel Kim Views
Wellness brand Gelatonin broadened its profile after appearing on SBS Plus’s travel-reality series “The Manly Way to Travel.”
“The Manly Way to Travel,” a travel-reality program starring Choo Sung-hoon, Kim Jong-kook and Daesung, follows the cast on trips that mix adventure with glimpses of their everyday lifestyles.
In the episode, Gelatonin’s jelly-format supplements were woven into the program’s narrative; the brand is using broadcast content to raise consumer awareness.
Kim Min-ju, Gelatonin’s CEO and product planner, said, “I wanted to create wellness products that people of all ages can enjoy—products that are both comforting and tasty. Going forward, we’ll continue to connect with consumers through a diverse lineup.”
Responding to growing interest in rest and sleep balance, Gelatonin has paired content collaborations with branded marketing, prioritizing broadcast exposure and expanded brand experience over direct claims about product efficacy.
Kim added, “We aimed to introduce the brand more organically and accessibly through entertainment content, and we plan to broaden brand experiences through collaborations with a variety of programs.”
The series airs on SBS Plus and SBS funE and is also available on the streaming platform Wavve.
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