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Last year's footage of the eco-friendly boiler distribution project featuring actor Ji Jin-hee as the advertising model

[Asia Economy Reporter Kim Daeseop] Kiturami is producing and releasing a new video advertisement featuring actor Ji Jin-hee as the model to continue the effects of its support project for the distribution of residential low-NOx boilers. Following last year, this year they will promote the excellence of eco-friendly boilers and the government's support project with a new concept.

According to Kiturami on the 24th, ahead of Chuseok, which marks the start of the boiler peak season, they plan to unveil a new video advertisement for their condensing boiler product featuring Ji Jin-hee as the advertising model next week. They recently completed contract renewal and finished shooting the new video advertisement. They intend to actively promote the strengths of condensing boilers, which combine high efficiency and eco-friendliness.

While other boiler companies are consecutively selecting popular trot singers as advertising models amid the current trot craze, Kiturami has steadfastly chosen actor Ji Jin-hee since their first contract in September last year.

Kiturami evaluated that using Ji Jin-hee, who is called a "middle-aged idol" among the main boiler purchasing demographic of 29 to 50 years old, as the model and the video advertisement launched last year contributed to an increase in condensing boiler sales. The company explained that the share of condensing products in Kiturami’s total boiler sales was about 35% before the video advertisement but rose to over 45% after the advertisement.

Kiturami regards the campaign featuring a model with an intellectual yet warm image as having played a significant role in raising awareness of the eco-friendly boiler installation mandate law, especially when consumer awareness of the government’s residential low-NOx boiler distribution support project was low last year.

The government and local governments provide a subsidy of 200,000 KRW per unit when replacing general residential boilers with condensing boilers that meet the Ministry of Environment’s certification standards, such as energy consumption efficiency of 92% or higher and nitrogen oxide (NOx) emissions of 20 ppm or less. From April 2 this year, the installation of Ministry of Environment-certified eco-friendly boilers became mandatory in air quality management zones.

Unlike general boilers that release used exhaust gas as is, condensing boilers maximize energy efficiency by reusing the latent heat in the exhaust gas to heat water. They have the advantage of higher energy efficiency and reduced exhaust emissions compared to general boilers. The company explained that the share of condensing products in Kiturami’s total boiler sales has increased to 75% this year.

A Kiturami official said, "All boiler companies are participating in the government’s residential low-NOx boiler distribution support project, but we are leading the market by having previously conducted a campaign with actor Ji Jin-hee as the model. We expect to achieve synergy effects again this year through the new video advertisement featuring a model who is well recognized by customers and conveys an intellectual yet warm and trustworthy image."