Daesang, Miwon Season 3 'Appa-ui Ilgi' Advertising Campaign Unveiled

Daesang announced on the 27th that it has released the Miwon Season 3 ‘Dad’s Diary’ advertising campaign video through the official Daesang YouTube channel and launched the limited edition ‘Mini Miwon’.

‘Dad’s Diary,’ released through the official Daesang YouTube channel, cleverly personifies the existing product and the new limited edition Mini Miwon as a father and son, showcasing the expanded uses of Miwon. Actor Kim Ji-seok, who was beloved by viewers as the father and son Pil-gu in the 2019 drama ‘When the Camellia Blooms,’ passionately played the role of ‘Dad Miwon,’ while the now grown-up actor Kim Kang-hoon took on the role of ‘Son Miwon,’ delivering a heartfelt performance.

This advertising campaign depicts the poignant conflict and resolution story between ‘Dad Miwon,’ who traditionally stayed in the kitchen cupboard and was responsible for umami flavor during cooking, and ‘Son Miwon,’ who wants to be an essential item for every moment lacking flavor anytime and anywhere, in the style of a millennial-sensibility music video. The music cleverly adapts Wax’s ‘Mom’s Diary,’ which fits well with the Miwon Season 3 narrative, from the perspectives of the father and son, and the actors themselves sang it to enhance immersion.

‘Mini Miwon,’ featured as ‘Son Miwon’ in the advertising campaign, is a single-use product individually packaged in 0.3g portions?equivalent to the commonly expressed ‘one pinch’ of Miwon?designed for convenient use anytime and anywhere flavor is lacking, such as at restaurants, convenience stores, or travel destinations. The company expects that the limited edition ‘Mini Miwon,’ which comes with an information card and Miwon stickers, will stimulate consumers’ desire to collect it.

A Daesang representative said, “Going forward, we will introduce Miwon’s new role to consumers as an essential item that easily completes delicious flavor whenever taste is lacking,” adding, “We plan to provide various brand experiences to ensure that the brand direction and sincerity pursued by Miwon are well conveyed.”