The Eternal Muse of Chamisul, IU Returns... Model Comeback After 1 Year

The Next Day as Pure as Dew, IU Launches a New Dew-Like Advertisement

[Asia Economy Reporter Lee Seon-ae] Hite Jinro announced on the 4th that singer and actress IU has been reappointed as the model for the Chamisul brand.

Hite Jinro stated that IU, who is active as both a singer and actress, is loved by a wide range of age groups, gaining recognition and representativeness. IU's uniquely clean image was evaluated as the best fit for the Chamisul brand among all previous models, leading to the renewal of the contract.

IU served as the Chamisul model for four years from 2014 to 2018, showcasing a clean chemistry with Chamisul and contributing to the brand's growth. Especially at the time of her first appointment, she was praised for bringing a fresh and clean image to the alcoholic beverage advertising market, which was dominated by sexy concepts.

This reappointment of IU as the Chamisul model is the first case among Chamisul models, and both sides expect a unique synergy effect. At the end of the previous contract, Hite Jinro and IU showed mutual affection and loyalty. When Hite Jinro presented IU with a tribute video and a plaque of appreciation, IU expressed her affection on social networking services (SNS) by saying, "Loyal Chamisul, I will be with Chamisul for life."

Meanwhile, Hite Jinro plans to newly launch "A Clean Next Day Like Dew," featuring IU, who is like dew, starting this spring.

Marketing Director Oh Seong-taek said, "IU has demonstrated achievements as an artist, a position as an actress, and social contributions as a public figure, proving that she is a model with both star power and character. We judged that this fits well with the clean image that the Chamisul brand has pursued. We are pleased to work again with the best model and ask for much love for the returning IU and Chamisul."

Chamisul, the number one soju brand, secured over 50% market share nationwide as a single brand within two years of its launch, becoming synonymous with soju. In 2017, when IU was active as the model, Chamisul became the first soju brand to achieve annual sales of 1 trillion won, leading the growth of the domestic soju market.