hy, Son Heung-min Selected as New Model for 'Helicobacter Project Will'

Judging the Image Fit of Will, a Pioneer in the Fermented Milk Market, and Son Heung-min, a New History in Korean Football

hy announced on the 17th that it has selected soccer player Son Heung-min as the brand model for 'Helicobacter Project Will.'

hy explained that the identity of Will, which pioneers the domestic functional fermented milk market and continues to innovate, aligns well with the image of Son Heung-min, who is making history in Korean soccer. hy plans to actively leverage Son Heung-min's influence as a foothold to expand the market.

Launched in 2000, Will is hy's flagship brand with daily sales of 700,000 units and annual revenue of 330 billion KRW. As of January this year, cumulative sales surpassed 5 billion units. hy has strengthened Will's functionality through a total of 10 renewals. For the core ingredient, lactic acid bacteria, hy applies its own patented strain 'HP7.' Recently, hy released 'Helicobacter Project Will Sugar Balance,' which reduces sugar by more than 70% with a low-sugar design, expanding the product lineup to three types.

The new advertisement featuring Son Heung-min will be unveiled in early next month. The concept of the advertisement is 'Meeting of Number One.' It plans to dynamically express how Will, Korea's number one fermented milk, is soaring to become a global brand together with Son Heung-min, the first Asian Premier League top scorer.

Kim Il-gon, head of hy's dairy product CM team, said, "We aim to more effectively convey the brand value of Will through synergy with global soccer star Son Heung-min," adding, "The challenge of Will, the number one fermented milk in Korea, will continue without stopping."