Samyang Group Celebrates 100th Anniversary, Launches New Corporate Ad Campaign Featuring Musician Jang Kiha as Model

Samyang Group, celebrating its 100th anniversary, will launch a new corporate advertising campaign featuring musician Jang Kiha starting in May.

This advertisement centers around the key message, "That feeling might just be because of Samyang," and was created with the concept that over the past 100 years since its founding in 1924, the various technologies and products developed by Samyang in food, chemicals, pharmaceutical bio, and packaging have enriched our daily lives.

The advertisement was produced in two versions, "Daily Life" and "Hunting," both starring musician Jang Kiha. Each version depicts a day in the life of an office worker and a hunting pocha (a type of Korean street bar), respectively, 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 involved.

It indirectly expresses the feeling that somehow the car’s fuel efficiency seems improved, food can be eaten without calorie worries, and alcohol can be consumed without hangover concerns?possibly thanks to Samyang’s lightweight plastic materials for vehicles, zero-calorie alternative sweetener allulose, and hangover relief product Sangkwaehwan?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 subtitles and Jang Kiha appearing like a supporting actor throughout the scenes adds to the enjoyment of watching and listening. Targeted at young adults in their 20s and 30s, the digital advertisement can be viewed on social networking services (SNS) and online video streaming services (OTT) such as YouTube, Instagram, Netflix, and TVING.

Jiseok Jeong, 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 awareness of the Samyang Group. This insight led us to plan this advertisement.” He added, “Through the advertisement, we aim 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, celebrating 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, they plan 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, they will hold commemorative events for employees and customers, air a TV commercial featuring the new vision and corporate philosophy, and publish a company history book covering the 100 years of their legacy.