Korean Media Discuss Soju Brand Model Criteria: IU “10 Years” VS Han So-hee “1 Year”
While Han So-hee’s soju contract was terminated, IU’s contract with Chamisul has been extended for the 10th year
On March 26th, the liquor company Hitejinro revealed that they had renewed the contract with singer IU, who has been modeling for Chamisul Soju for 10 years. As such, IU has continued to extend her own record as the model who has served in the liquor industry for the longest time.
Since their first collaboration in 2014, Chamisul Soju and IU have grown together for a long time. They presented the first fashion magazine pictorials in the soju industry in 2020 and launched collaborative goods modeled after IU in 2021. As such, IU also proved her loyalty as a brand model by appearing at the first soju pop-up store “Isul Pocha” and the first soju music festival “Isul Live Festival” as a special guest.
Hitejinro’s management director Oh Sung-taek said, “IU is a model who matches Chamisul’s brand identity, which is cleanliness, the most. This contract renewal is even more meaningful as it proves that she’s the best partner and companion based on trust and loyalty”.
On the other Lotte Chilsung Beverage announced the expiration of their advertising model contract with Han So-hee on March 20th. An official stated, “We didn’t renew our contract with Han So-hee when the contract expired after one year. Our next advertising model is still undecided”.
Han So-hee became a model for “Cheoeum Cheoreom” soju in March last year, following BLACKPINK’s Jennie. At that time, Lotte Chilsung explained that they chose Han So-hee considering her active communication with fans on SNS.
This is the first time that “Cheoeum Cheoreom” soju changed its model after only one year. Compared to previous models such as Lee Hyo-ri, Hyuna, Shin Min-ah and Suzy, Han So-hee’s contract is the shortest.
Some speculated that it was Han So-hee’s romance scandal that affected the contract renewal process. Amid the dating controversy, Han So-hee reacted recklessly out of the control of her company. Therefore, Lotte Chilsung might have considered it a risk of her active SNS communication.
