"Fresh Model Worked" Youngtak and Makgeolli, Nam Joo-hyuk and Coffee... BTS Goods Sold Out in 10 Minutes

[Asia Economy Reporter Lee Seon-ae] The distribution industry is attracting the attention of the younger generation by actively engaging in marketing activities featuring fresh advertising models. They are capturing the key consumer group, the MZ generation, through models with a fresher image, TV commercials starring them, and goods marketing.

According to related industries on the 28th, Seoul Jangsoo, the number one makgeolli company, selected actors Hwang Seok-jeong and Kyung Soo-jin as models for ‘Jangsoo Saeng Makgeolli’ and has been receiving positive responses with a cheerful TV commercial emphasizing the short shelf life of ‘10 days.’

The commercial humorously depicts makgeolli expert Hwang Seok-jeong teaching beginner Kyung Soo-jin about the freshness standards of raw makgeolli. The energetic ‘10-day dance’ performed by model Hwang Seok-jeong, emphasizing the number ‘10’ with both hands, conveys lively energy and playfulness through various facial expressions and dance moves.

Regional makgeolli companies are also catching attention by featuring trot singers in their advertisements. Their strategy is to target the tastes of younger consumers and add a sense of familiarity through marketing activities. Yecheon Brewery selected local singer Youngtak, who gained popularity with the song ‘A Glass of Makgeolli’ on a variety show, as their exclusive model, launched ‘Youngtak Makgeolli’ in May, and released a TV commercial.

The main concept is ‘fresh makgeolli,’ emphasizing freshness with the message ‘The fresh face of trot Youngtak meets the fresh face of makgeolli Youngtak.’ Particularly, Youngtak’s witty dance and expressions while singing trot, along with his transformation into a traditional Hwarang figure, add fun to the campaign.

Koryo Brewery, which has been manufacturing and selling various products such as Cheongju Gaduk Makgeolli and Chestnut Makgeolli, also launched a new product ‘Wontak Makgeolli’ and selected broadcaster Tak Jae-hoon as the advertising model. Tak Jae-hoon’s unique entertainment sense and comedic image were the reasons behind his selection, and the TV commercial emphasizing the smooth taste attracted attention.

In the commercial, Tak Jae-hoon highlights the smooth and sweet taste made from glutinous rice, delivering messages like ‘The more you shake, the better it tastes’ and ‘Softly Tak.’ Using his characteristic humor, he emphasizes ‘Tak’ in the product name, effectively imprinting the product name on consumers.

The coffee industry is also in full swing with year-end campaigns. Twosome Place released its 2020 Christmas season advertising campaign featuring exclusive model actor Nam Joo-hyuk. Twosome’s Christmas campaign is themed ‘A fantasy called ordinary, Winter Fantasy,’ conveying the message that even in changed daily lives, one can have a happy Christmas like before with Twosome cakes. The video’s purple background, Twosome’s Christmas theme color, along with the warm and calm voice of Nam Joo-hyuk, perfectly blend to capture consumers’ attention with a Christmas and year-end atmosphere.

This advertisement, created with the hope that everyone spends Christmas and the year-end happily, is introduced on Twosome’s official YouTube channel. Through various episodes in the commercial, viewers can see Twosome’s Christmas season products such as Blackberry Charlotte, which have become a hot topic upon release. The making film featuring actor Nam Joo-hyuk, who has been Twosome’s exclusive model for two consecutive years, including his Christmas campaign video shoot and warm year-end greetings, is also released.

A Twosome Place official said, “We put our hope in this Christmas season advertising campaign that everyone who cherishes their precious daily life can spend Christmas and the year-end warmly,” adding, “We hope more people will have a happy year-end realizing the fantasy called ordinary with Twosome’s Christmas cakes.”

Lotte Chilsung Beverage continues its goods marketing collaboration with BTS. Celebrating the 70th anniversary of Chilsung Cider, Lotte Chilsung Beverage has been sequentially releasing Chilsung Cider goods since March. The third series of goods includes the ‘Chilsung Cider X BTS Miniature Set’ in collaboration with global artist BTS, as well as perfume, magnet openers, daily calendars, and various other products.

The Chilsung Cider X BTS Miniature Set is a product boldly applying purple to the ‘Vintage Miniature Set,’ which was extremely popular in previous goods sales. The charming 150ml miniature Chilsung Cider bottles are packed in a multi-box featuring the BTS logo, and the back of the box is adorned with a group photo of BTS, enhancing its collectible value. The miniature set is sold in three limited editions. The first sale on the 18th sold out in 10 minutes. The second sale started on the 27th and also sold out immediately, with the third sale scheduled for December 3rd.

This limited edition goods can be found on the ‘Chilsung Mall,’ ‘29CM,’ ‘10x10’ websites, and convenience stores. A Lotte Chilsung Beverage official said, “This third limited edition goods celebrating the 70th anniversary of Chilsung Cider, including the boldly transformed Chilsung Cider X BTS Miniature Set, as well as luxurious and practical perfume, openers, and calendars, will further stimulate consumers’ desire to collect.”