[Asia Economy Reporter Moon Hyewon] Modamoda released a TV commercial featuring actor Lee Jung-jae on the 4th.
The commercial, titled "The First Destiny," depicts the challenges and setbacks of the autonomous vehicle developed in Korea in 1993, which was the world's first.
Modamoda explained, "The story was inspired by Professor Han Min-hong, a former Korea University professor, whose unmanned driving technology was developed in Korea 30 years ahead of Tesla but was thwarted by regulations and other factors that failed to keep up with the innovative technology at the time."
In the commercial, Lee Jung-jae delivers the message that "innovative technology is fragile and must be protected."
This theme is interpreted as reflecting Modamoda's situation, which is at risk of being pushed out of the domestic market due to government decisions.
Modamoda's 'Prochange Black Shampoo' gained great popularity immediately after its release for its effect of automatically dyeing hair black or brown just by washing it. However, in January, the Ministry of Food and Drug Safety announced it would designate the key ingredient (THB) in this product as a prohibited cosmetic ingredient due to safety concerns, sparking controversy.
The Ministry planned to complete the revision of the notification process within the first half of this year and prohibit the manufacture of cosmetics containing this ingredient six months after the revision date.
Modamoda requested the government to postpone this decision, and the Regulatory Reform Committee recommended in March that the Ministry of Food and Drug Safety conduct additional verification of the risks of THB before deciding on the ban. In response, the Ministry formed a 'Risk Assessment Verification Committee' and began the verification process.
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