Lotteria Selects Actor Lee Byungheon as Brand Model and Launches Ria Bulgogi Campaign

Signature Menu 'Ria Bulgogi, Ria Shrimp' Campaign
Concept: 'Korean Fast Food as the World's Best Food'

Lotteria, the burger franchise brand operated by Lotte GRS, announced on July 8 that it has selected actor Lee Byungheon as its brand model and will launch a new advertising campaign for its signature menu items, 'Ria Bulgogi' and 'Ria Shrimp.'

Lotteria explained, "We chose actor Lee Byungheon as our model because his profound image and cross-generational trustworthiness, having risen to global stardom beyond Korea, align with the direction our brand aspires to."

Actor Lee Byungheon Selected as Lotteria Brand Model. Lotte GRS

The newly released commercial humorously captures the Korean 'ppalli-ppalli' (hurry-hurry) culture, delivering the main message: 'Until the day Korean fast food becomes the world's best food.' It also highlights the value of the evolution of Ria Bulgogi. Since its debut in 1992, Ria Bulgogi has sold over 1 billion units, making it Lotteria's best-selling item.

This campaign will begin with a TV commercial and expand to digital advertising, as well as various offline channels such as major bus ads in Seoul and large digital billboards at Incheon Airport. Content will also be released sequentially on social media platforms including YouTube, TikTok, and Instagram. Through these online and offline efforts, integrated marketing communications (IMC) aimed at consumer participation will continue until September.

A Lotte GRS representative stated, "Both actor Lee Byungheon and Lotteria are two beloved icons that share the common ground of being familiar yet always presenting something new. Based on the authenticity and value of Ria Bulgogi, which has long satisfied the Korean palate, we will continue to evolve endlessly and strive to become a brand that captivates taste buds not only in Korea but around the world."