[Asia Economy Reporter Song Seung-yoon] Ildong Foodis announced on the 19th that it has renewed its contract with singer Jang Min-ho, the exclusive model for its health functional food brand Hi-Moon.
Ildong Foodis selected Jang Min-ho as the model when it launched the protein supplement 'Hi-Moon Protein Balance' in 2020. This decision was based on the belief that the everyday image Hi-Moon wants to convey to consumers aligns well with the model's lively and healthy image. Since then, Jang Min-ho has increased brand awareness with his catchy charm, including the 'Hi-Moon Song' he sang himself.
Based on these effects and differentiated ingredients, Hi-Moon Protein Balance has continued steady growth since its launch, establishing itself as the No. 1 protein supplement brand in Korea. In May of this year, just 2 years and 4 months after its launch, it surpassed cumulative sales of 200 billion KRW. Since last year, Ildong Foodis has expanded Hi-Moon into an integrated health functional food brand. Going forward, the company plans to expand the Hi-Moon product lineup and approach consumers more closely through aggressive marketing activities.
An Ildong Foodis official said, "We are very pleased to continue our valuable relationship with Jang Min-ho, who has grown together with us from the launch of Hi-Moon to becoming the No. 1 brand," adding, "As many consumers associate Hi-Moon with Jang Min-ho, we will continue to present various activities with the model to convey Hi-Moon's pleasant energy and healthiness."
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