Daesang Marks Cheongjeongwon’s 30th Anniversary... Launches 'Life Food' Campaign with Yoona

“Unexpected Joy” Theme: Expanding Into a Brand That Embraces Everyday Life
Actress Im Yoonah Selected as Campaign Model, Teaser Video Released on March 1

Daesang announced on March 3 that it will launch a brand campaign to celebrate the 30th anniversary of Cheongjeongwon. Since its inception in 1996, Cheongjeongwon has led Korea’s food culture as a flagship food brand, emphasizing clean ingredients and differentiated products. This year, under the theme of “Unexpected Joy,” the company plans to expand Cheongjeongwon into a brand that encompasses not only food, but also everyday life as a whole.

Actress Im Yoonah, who enjoys high popularity across all generations, has been selected as the new campaign model. Daesang explained that her bright and healthy image aligns well with Cheongjeongwon’s brand values.

Provided by the recipient.

The teaser video released on March 1 featured the main slogan “Delicious in Ways You Know and Don’t Know.” It conveyed the message that the brand has been part of various moments in consumers’ daily lives over the past 30 years. Seven sub-brands-including Sunchang, Haetsaldamun, Matseonsaeng, Homings, Curry Queen, Anjuya, and Hongcho-naturally appear in the video.

By the end of this year, Daesang plans to sequentially release a total of three themed videos under the concept “The Day We Wanted.” The campaign videos will be pre-released on Cheongjeongwon’s official YouTube channel, “Cheongjeongwon Foodcast,” and subsequently expanded to TV commercials and digital media such as YouTube and Instagram.

Through this campaign, Daesang aims to strengthen Cheongjeongwon’s positioning as a “lifestyle food brand” that offers comprehensive lifestyle solutions to consumers, beyond simply being a food brand. The company explained that this reflects the trend of blurring boundaries between food categories and the growing importance of brand experience.

Eunyoung Park, Head of the Food Business Unit at Daesang, stated, “Like the concept of this campaign, Cheongjeongwon has been ‘delicious in ways you know and don’t know’ and has enriched our daily lives for the past 30 years.” She added, “We plan to introduce a campaign that resonates with all generations as we strive to evolve into a lifestyle food brand that completes consumers’ delicious lives, going beyond simply being a food specialist brand.”

This content was produced with the assistance of AI translation services.