Plan to Expand Main Customer Base with Model Replacement
First TV Commercial Featuring Hwang Jeong-min Airs on the 22nd
bhc Chicken has selected actor Hwang Jung-min as its new advertising model. After ending its contract last year with actress Jun Ji-hyun, who had been the model for 10 years, bhc Chicken plans to expand its main customer base through this model change.
On the 19th, bhc Chicken announced that its contract with Jun Ji-hyun, who had been its model since 2014, ended at the end of last year.
Jun Ji-hyun was a long-standing model for bhc in the franchise industry, which is known for relatively frequent changes in advertising models. In the drama "My Love from the Star," she boosted the popularity of "chimaek" (chicken and beer) in China, leading to increased brand awareness and sales for bhc Chicken.
Through the model change, bhc plans to broaden its consumer base from the younger generation, which has been focused on its signature menu item "Bburinkle," to all age groups. Bburinkle is a product consisting of fried chicken sprinkled with powdered seasonings such as blue cheese, cheddar cheese, onion, and garlic.
A bhc Chicken representative explained the reason for the model change, saying, "Bburinkle accounts for a large portion of our sales, and since this product is popular among younger age groups, our main customer base tends to be young. Hwang Jung-min has a wide-ranging fandom regardless of age or gender, known as a 'meme-rich' figure among the MZ generation (Millennials + Generation Z)."
Hwang Jung-min is a national actor who achieved the "triple 10 million viewers" milestone with films like "Ode to My Father," "Veteran," and last year's "Spring in Seoul." He won the Best Actor award in the film category at the Baeksang Arts Awards held on the 7th for "Spring in Seoul." Additionally, the upcoming release "Veteran 2" was invited to the Midnight Screening at the 77th Cannes Film Festival.
Accordingly, after internal review, bhc Chicken decided to select actor Hwang Jung-min, who has been active in various genres, as its model.
Hwang Jung-min expressed his thoughts on becoming the advertising model, saying, "Since meeting bhc Chicken, including recently winning the Best Actor award at the Baeksang Arts Awards, good things seem to be happening one after another. I am happy to become the advertising model for bhc Chicken, which I have enjoyed eating regularly, and I ask for your great expectations for the first commercial video to be released soon."
The first work featuring Hwang Jung-min for bhc Chicken is the TV commercial for the new product "Ssomachi," which will be released on the 22nd. Ssomachi is a seasoned chicken made with a special sauce using fermented paste, flavored with aromatic spices and a smoky scent. Since its launch last month, it has surpassed 220,000 units in sales.
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