Samyang Group's 100th Anniversary, Launches Jang Kiha Model Campaign

"Samyang's Technology, Known to Permeate Everyday Life"

Samyang Group, celebrating its 100th anniversary, announced on the 2nd that it will launch a new corporate advertising campaign featuring musician Jang Kiha as the model starting in May.

The core message of this advertisement is "That feeling might just be because of Samyang." Since its founding in 1924, the concept highlights how various technologies and products created by Samyang in food, chemicals, pharmaceutical bio, and packaging have enriched our daily lives over the past 100 years.

The advertisement was produced in two versions, and , both featuring musician Jang Kiha as the model. Each version depicts a day in the life of an office worker and a hunting pocha (a type of Korean street bar) setting, showing various situations where things go well or moods improve, conveying the message that the reason might be because Samyang’s technologies and products were with you.

It indirectly expresses that the feeling of improved car fuel efficiency, being able to eat without worrying about calories, and drinking without hangover concerns might be thanks to Samyang’s lightweight plastic materials for car bodies, zero-calorie alternative sweetener allulose, and hangover relief product Sangkwaehwan, thereby stimulating viewers’ curiosity and making the message memorable.

This advertisement enhances its delivery by combining Jang Kiha’s unique singing style with rhythmic and expressive narration, along with the key message “That feeling might just be because of Samyang.” Additionally, the visually engaging screen composition filled with Jang Kiha appearing like a supporting actor and subtitles adds to the enjoyment of watching and listening. Targeted at young people in their 20s and 30s, the digital advertisement can be viewed through social network services (SNS) and online video streaming services (OTT) such as YouTube, Instagram, Netflix, and TVING.

Jung Ji-seok, Head of HRC at Samyang Holdings, said, “Although Samyang has continuously evolved over the past 100 years to enrich people’s lives, most of our business is B2B, so there has been little direct contact with end consumers, resulting in low recognition of the Samyang Group. This insight led us to plan this advertisement.” He added, “The goal is to highlight that every moment, people are wearing, using, and eating products made with Samyang’s technologies and materials, helping viewers feel more familiar with Samyang.”

Meanwhile, Samyang Group, which celebrates its 100th anniversary this year, has been conducting various commemorative projects to promote Samyang to consumers, starting with the unveiling of the 100th anniversary logo in January. To showcase the group’s heritage, it plans to open an online history museum, the Pangyo Discovery Center showroom, and the Ulsan Plant Heritage Memorial Hall sequentially from mid-May. From October, the month of the founding anniversary, it will hold founding anniversary events for employees and customers, air TV commercials featuring the new vision and corporate philosophy, and publish a company history book covering the 100 years of its history.