LF Selects Singers Park Jin-young and Sunmi as Exclusive Models

Inspired by Park Jin-young's Hit Song 'Naega Saneun Geu Mol'

[Asia Economy Reporter Yujin Cho] Life culture company LF (CEO Oh Gyusik) announced on the 29th that its official online shopping mall LF Mall has boldly appointed Park Jinyoung and Sunmi as the new faces representing the brand and is launching a large-scale new advertising campaign.

LF Mall selected Park Jinyoung, who has been at the top for 27 years, and Sunmi, who has transformed into a charming artist and style icon, as the brand’s muses, judging that they fit the image LF Mall pursues.

Through the new advertisement featuring Park Jinyoung and Sunmi, who created explosive synergy in their recently released new songs, LF Mall intuitively and stylishly revealed its core value as a ‘premium brand mall you can trust and shop at.’

In this advertisement, the main slogan of the campaign is “The mall where I shop,” a parody of Park Jinyoung’s hit song title “The house where you live,” cleverly conveying the double meaning of “the mall where I live” and “the mall where I shop.”

By repeatedly exposing the key message “Whatever you want, premium shopping is at LF Mall,” LF Mall effectively promotes its unique strength of offering over 6,000 premium brands at once, spanning fashion, beauty, jewelry, and living, while also aiming to build empathy and strengthen connections with consumers of various age groups.

Starting from the 29th, LF Mall will pre-release the new advertisement video on its YouTube channel and plans to air the TV commercial from the 1st of next month. The video features Park Jinyoung and Sunmi delivering a fantastic performance against the backdrop of numerous premium brands of LF Mall, along with Park Jinyoung’s narration, highlighting LF Mall’s direction as a lifestyle shopping mall.

Kim Junsik, Executive Director and Head of LF e-Business Division, said, “While the previous campaign focused on promoting the diversity and expansion of product categories, this time we wanted to emphasize the high quality and trustworthiness of LF Mall as a premium brand specialty mall that customers can confidently purchase from, based on our confidence as a representative lifestyle shopping mall. We expect the advertising campaign featuring singers Park Jinyoung and Sunmi, who consistently receive great love from the public with their shining presence anytime and anywhere, to effectively convey LF Mall’s differentiated value and generate positive synergy.”

Meanwhile, to commemorate the release of this advertising campaign, various events will be held. First, until the 16th of next month, customers who correctly answer the last line of LF Mall’s advertisement video will receive a 7% plus discount coupon.

Also, items personally selected by Park Jinyoung, known for his meticulous and sharp judgment, and Sunmi, a women’s wannabe star, will be introduced, and through a comment participation event, 10 customers will be selected to receive these new products as gifts. Additionally, a video sharing event for the “The mall where I shop” advertising campaign will be held, giving coffee gifticons to 20 people every week.

Furthermore, from the 2nd to the 29th of next month, a “Brand Week” event under the theme “Brand shopping that’s never enough 24 hours” will be held for about a month. In line with the event name inspired by Sunmi’s hit song “24 Hours Is Not Enough,” 25 premium brands will be selected each week to offer a 7% plus discount coupon, and popular products from these brands will be sold at special prices.

For more details about LF Mall’s new advertising campaign videos and promotions, please visit the LF Mall special exhibition.