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

hy, Functional Fermented Milk 'Helicobacter Project Will'
"Will Identity Matches Son Heung-min's Image Writing Korean Football History"

hy 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 have 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 proprietary patented strain 'HP7.' Recently, hy released 'Helicobacter Project Will Sugar Balance,' which reduces sugar by more than 70% through a low-sugar formulation, 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, "Through synergy with global soccer star Son Heung-min, we aim to more effectively convey the brand value of Will," adding, "The challenge of Will, the number one fermented milk in Korea, will continue without stopping."