Hyungji I&C's YEZAC Supports Production of KBS1 Daily Drama "Marie and the Eccentric Fathers"

Hyungji I&C (CEO Choi Hyewon) is accelerating the exposure of its men's total innerwear brand "YEZAC" for the fall/winter season by participating as a production sponsor for the new KBS1TV daily drama "Marie and the Eccentric Fathers."

"Marie and the Eccentric Fathers" is a heartwarming family drama that humorously and warmly depicts relationships between generations and family members. The male lead actors portray different aspects of life, conveying the meaning of "fatherhood." YEZAC plans to naturally promote its key seasonal products by providing wardrobe sponsorship and product placements for the male leads in the drama.

Through this production sponsorship, YEZAC will showcase its main fall/winter items, such as dress shirts, knits, and knit vests, in various scenes. By styling each actor according to their character, the brand aims to convey the refined elegance of its shirts and the warm sensibility of its knits, delivering both the family-oriented message of the drama and YEZAC's brand philosophy as "men's life wear."

A representative from Hyungji I&C stated, "'Marie and the Eccentric Fathers' is a drama centered on warm family love, which closely aligns with YEZAC's values of 'a man's life, attitude, and fashion within relationships.' This production sponsorship will go beyond simple brand exposure to become a scene in a heartfelt life story that YEZAC shares."

Following the "Kim Changok Ambassador Campaign" and strong reorder sales during the fall/winter season earlier this year, YEZAC plans to further strengthen brand awareness and preference by expanding consumer touchpoints through this broadcasting production sponsorship. Hyungji I&C will continue to solidify YEZAC's position as a "men's life wear brand" through various content-linked marketing initiatives in the future.