"Let's Do 3 Kkang a Day" Nongshim Selects Bi as New Shrimp Kkang Ad Model... Continuing the Kkang Craze

[Asia Economy Reporter Lee Seon-ae] Nongshim has selected singer “Bi,” who is gaining attention with the Kkang syndrome, as the advertising model for Saewookkang.

Nongshim announced on the 4th that, riding the wave of the “Kkang craze” which started as a meme, Saewookkang has been frequently mentioned together, and many netizens requested the casting of Bi as the model through comments, leading to his selection as the advertising model. Nongshim stated that since entertaining content related to Bi has been heating up online day after day, they expect this model selection to instill a younger and more friendly brand image for Saewookkang.

In particular, Nongshim plans to produce advertisements in a way that allows consumer participation, inspired by the fact that the Kkang craze spontaneously emerged online. Nongshim is promoting the “Saewookkang National Challenge,” where participants submit videos enjoying Saewookkang and the Kkang trend, and plans to use the results to create advertisements together with Bi.

A Nongshim official said, “To actively communicate with consumers, we selected Bi as the advertising model for the national snack ‘Saewookkang’ and are preparing a nationwide participation campaign,” adding, “We hope Saewookkang will receive great love along with the daily Kkang craze.”

Saewookkang, launched in 1971, is Korea’s first snack and a steady seller in the snack market, maintaining consistent popularity for half a century. It is made by roasting fresh shrimp with salt instead of frying in oil, making it less stimulating and highly addictive in taste, which is considered its attractive point.