[Asia Economy Reporter Kim Jong-hwa] The furniture industry is currently experiencing a trend of male actor models. As the main consumer base for furniture expands from middle-aged family units to single-person households and even the MZ generation (Millennials and Generation Z, born from the early 1980s to early 2000s) due to the spread of single-person households and increased demand for self home interior amid COVID-19, changes are occurring in model selection.
Along with this, as the furniture industry continuously releases products reflecting the latest modern and simple interior trends, they are appointing male actors who are active in various fields and consumer-friendly as models.
These actors not only complement the furniture well but also effectively convey the brand identity and emotions, forming a broad empathy with customers, resulting in significant advertising effects.
DESKER, First Exclusive Model 'Actor Nam Joo-hyuk' Four Years After Brand Launch
The furniture specialist brand 'DESKER,' which sets new standards for home offices, has selected actor Nam Joo-hyuk as its first exclusive model since the brand's launch.
By choosing Nam Joo-hyuk, who has a warm yet urban image, as the model, DESKER plans to increase brand awareness. In particular, Nam Joo-hyuk's sophisticated and emotional image harmonizes well with DESKER's clean and modern style, creating a positive synergy.
Nam Joo-hyuk will portray Nam Do-san, the founder of the startup Samsan Tech and a left-brain type character, in tvN's highly anticipated drama 'Start-Up' airing in the second half of this year, showcasing the fresh youthfulness. It is expected that Nam Joo-hyuk will align well with DESKER's brand mission of growing together with those who are starting out.
A DESKER representative said, "By appointing Nam Joo-hyuk as the first exclusive model since our launch in 2016, we aim to pursue DESKER's unique modern and stylish sensibility and expand touchpoints with consumers. With the recent increase in remote work and home office demand, DESKER plans to continue various activities with Nam Joo-hyuk," they added.
ESSA, Fabric Sofa Model 'Actor Park Seo-joon'
ESSA, the family brand of Jacomo, has selected actor Park Seo-joon as the fabric sofa model. ESSA stated that Park Seo-joon's boundaryless filmography, box office success, and positive image are expected to create a great synergy with ESSA. An interview video with actor Park Seo-joon is also available on the ESSA website.
Ace Bed, Campaign Empathy Model 'Actor Park Bo-gum'
Ace Bed has been running advertising campaigns with actor Park Bo-gum since 2018. Recently, they launched the fifth series of the campaign "Good Sleep Builds a Good Me" with model Park Bo-gum, featuring a lively new TV commercial conveying Ace's message.
This advertisement gained extra attention as it was Park Bo-gum's last commercial before his military enlistment. The advertising campaigns with Park Bo-gum have also been widely loved by the public.
iloom, Longtime Model 'Actor Gong Yoo' and Single-Person Household Campaign Ambassador 'Actor Ahn Hyo-seop'
iloom, a lifestyle furniture specialist brand, has been working with official model Gong Yoo for seven years since 2014. Through longtime model Gong Yoo, who has a consumer-friendly and positive image, iloom enhances consumer trust in the brand.
Recently, actor Ahn Hyo-seop was selected as the ambassador for the 'One Room, One iloom, Single Life Project.' iloom naturally showcased the daily life of single-person households with Ahn Hyo-seop, who is known to spend a lot of time at home and has five years of experience living alone, evoking empathy among 20-something single residents.
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