MalhaeVoca Launches New Brand Campaign with Singer BIBI: "Fool, the Problem Is Vocabulary"

Koreans Know an Average of 2,800 English Words
"You Need to Build Vocabulary to Gain the Ingredients for Speaking"

Epopsoft, the operator of the AI English learning app "MalhaeVoca," has unveiled a new brand campaign in collaboration with singer and actress BIBI.

The slogan of this campaign is "Fool, the problem is vocabulary." This declarative message emphasizes that the key to improving English proficiency, especially for learners who have studied the language for years-including during their school days-yet still struggle with speaking, actually lies in vocabulary.

It is commonly known that to converse fluently in English, one needs to know around 10,000 words. However, according to MalhaeVoca's 4 million vocabulary test results, Korean users know only about 2,800 words on average. Highlighting this reality, Epopsoft stressed through the campaign its philosophy that building a strong vocabulary foundation is essential for improving speaking ability.

The official campaign video features BIBI struggling to launch a paper airplane, symbolizing the "words she wants to say." She gradually gathers various "vehicles," such as a tractor, sports car, and racehorse-each representing forgotten, newly learned, or misunderstood words through MalhaeVoca-and ultimately succeeds in taking off. This metaphorically illustrates that acquiring real "ingredients" for speech through vocabulary learning is the key to mastering English.

Kim Woojun, CEO of Epopsoft, stated, "A solid vocabulary, which is the essence of language, is necessary to speak English well," adding, "Through this campaign, we have shared both MalhaeVoca's philosophy and the royal road to studying English."