[Asia Economy Reporter Moon Hyewon] Kyochon F&B announced on the 3rd that it has unveiled an advertising campaign embodying the meaning of a new beginning to celebrate its 31st anniversary.
The advertising campaign departs from typical product advertisements and is conducted as a differentiated corporate PR form that showcases Kyochon's identity. The campaign, themed "31st Anniversary Kyochon, A New Beginning," conveys the meaning of "Haehyeon Gaengjang (解弦更張)," which means maintaining Kyochon's essence while adding something new. Haehyeon Gaengjang is the management slogan Kyochon adopted for its 31st anniversary, signifying new changes for a second leap forward.
The TV commercial airing from this month delivers a short and impactful video and text that succinctly presents customers with expectations for an even newer Kyochon and franchisees with an unwavering will for mutual growth. In particular, the final scene where an egg cracks to reveal "30+1" intuitively expresses Kyochon's spirit of Haehyeon Gaengjang, breaking existing stereotypes and boldly challenging new endeavors. The "30+1" symbolizes Kyochon's commitment to regard this 31st anniversary year as the first year of a new start and to return to its original mindset, beginning anew from age one.
Since 2016, Kyochon has adopted an advertising strategy that shows the brand honestly without relying on famous models. This advertising campaign also conveys Kyochon's sincere story without models and will be available on TV (terrestrial, general programming, cable) and digital channels (YouTube, OTT, SMR, etc.).
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