Solo Leveling, a title celebrated for its unique storytelling and engaging characters, has a history of exciting collaborations. Following its partnership with Marvel for the film Venom: The Last Dance, this beloved franchise has continued expanding its reach beyond the anime realm. Recently, Solo Leveling’s latest crossover has surprised fans with its humor and creativity, marking one of the franchise’s most memorable meme-inspired promotions.
To celebrate the release of Solo Leveling Season 2, episode #5, which highlights the first encounter between Sung Jinwoo and Cha Hae In, the series made an unexpected appearance in a promotional post on X, created by the well-known body care brand, AXE. This clever promotional strategy delighted fans and signified the growing popularity of Solo Leveling.
Harnessing the Power of Memes: AXE’s Unique Marketing Approach
Voice Actor’s Humorous Reaction to the Cross-Promotion
smell great for the real shadow monk #SoloLeveling pic.twitter.com/qG7gfQ2CnN — AXE (@AXE) January 28, 2025
For those wanting to embody the aura of Solo Leveling‘s protagonist, there’s now an opportunity, courtesy of AXE’s amusing promotional campaign titled “Smell great for the true Shadow Monarch.” The advertisement showcases the body spray named Black, featuring the iconic glowing eyes of Sung Jinwoo. This humor stems from a beloved meme that circulated during the serialization of the manhwa, which humorously depicts Cha Hae In’s surprised reaction when she discovers that Jinwoo smells pleasant, unlike many other hunters.
While the narrative explains that Jinwoo’s appealing scent is due to his status as a favored player in the system, the fandom has embraced the meme wholeheartedly. Over the years, fans have humorously crafted countless memes linking Solo Leveling characters to AXE products, a trend that AXE has recently acknowledged. Notably, Aleks Le, the English voice actor for Sung Jinwoo, responded to the AXE post with a playful “what’s going on, ” to which AXE cheekily teased about gearing up for the release of new season episodes.
This humorous promotional strategy, despite not being an official collaboration, attracted significant attention, racking up nearly one million views and over 8, 000 likes. Fans enthusiastically expressed their admiration for the brand on social media, creating their own memes and mentioning they would consider purchasing the product. This instance clearly exemplifies how Solo Leveling has transformed into a remarkable marketing asset for AXE.
The Cultural Impact of Solo Leveling
The International Success of Solo Leveling Season 2
Widely regarded as one of the most influential manhwas of all time, Solo Leveling has paved the way for other series to receive the recognition they deserve. Its anime adaptation has further broadened its appeal, drawing in new audiences from around the globe. Recently, it won the accolade for best anime series at the Astra Awards in 2024. With Season 2 still in its early stages, the series’ growing popularity indicates its influence transcends the anime community.
For more information, visit the AXE Official Account.
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