Daesang's 'Miwon·Anjuya' Wins Total 5 Awards at the 2021 Korea Advertising Awards

Daesang announced on the 3rd that 'Miwon' and 'Anjuya' won a total of five awards at the '2021 Korea Advertising Awards.' The photo shows Miwon's YouTube advertisement, which won the gold prize in the digital video category. Photo by Miwon

[Asia Economy Reporter Seungjin Lee] Daesang announced on the 3rd that its flagship brand ‘Miwon’ and Cheongjeongwon’s anju-specialized home meal replacement (HMR) brand ‘Anjuya’ won a total of five awards at the ‘2021 Korea Advertising Awards.’

Now in its 28th year, the Korea Advertising Awards is a prestigious comprehensive advertising award with about 2,000 entries submitted annually across all advertising media including TV, digital, print, and outdoor.

‘Miwon’ won three awards including the Gold Prize in the Digital Video category, Silver Prize in the Integrated Campaign Strategy category, and Bronze Prize in the Audio category for its YouTube advertisement ‘The Narrative of Miwon, the Umami Flavor Specialist for 65 Years,’ created to commemorate its 65th anniversary. Actor Kim Ji-seok appeared as the advertising model, wearing Miwon packaging as a costume and acting out the narrative of Miwon as the ‘supporting role of flavor,’ drawing attention. The video recorded 1.48 million views within ten days of release and has now surpassed 5 million views.

‘Anjuya (夜)’ won the Silver Prize in the Promotion category and the Bronze Prize in the Communication Design category for its ‘Solo Drinking Fan’ goods promotion, which humorously presented a safe and fun way for consumers exhausted by COVID-19 and summer heat to enjoy drinking alone.

Launched in July this year, the ‘Solo Drinking Fan’ is a desk fan designed with a hand holding a glass, allowing solo drinkers to toast by utilizing the fan’s rotation function. It received enthusiastic responses, selling out its initial stock within a day of release. It was recognized with the Silver Prize in the Promotion category for cleverly suggesting ways to enjoy drinks and anju during the COVID-19 situation, and won the Bronze Prize in the Communication Design category for its design that intuitively conveys the slogan ‘A New Breeze Blows Through Anju.’

A representative of Daesang Co., Ltd. said, “The five awards won by ‘Miwon,’ with its 65-year history, and ‘Anjuya,’ which pioneered a new category of anju in the HMR market, are the result of recognition for our efforts to focus on the essence of the brands while closely communicating with consumers. We will continue to do our best to become a brand that adds not only taste but also enjoyment through fun and familiar advertisements.”