Spring Is Here: Who Would You Choose for a Soju Night Out, IU or Han So Hee?

As the peak season for alcoholic beverages approaches, Han So Hee has been selected as the new face of Chum Churum soju, following BLACKPINK’s Jennie.

According to Lotte Chilsung, Han So Hee’s soft smile and elegant image perfectly match the brand identity of Chum Churum, which translates to “like the first time”. Her modest and approachable persona on social media, where she actively communicates with fans, is seen as an ideal fit for a soju model who can capture the hearts of the public.

han soo hee
han soo hee

The advertisement featuring Han So Hee as a model emphasizes the concept of “leaving only the pleasure” and highlights the joy of drinking soju Chum Churum. 

The ad has been released on Lotte Chilsung Beverage’s official YouTube channel. The company plans to showcase Han So Hee’s diverse charms in various marketing activities and promotions in the future, further strengthening the image of Chum Churum as a smooth and refreshing soju.


A Lotte Chilsung Beverage representative said, “We expect Han So Hee’s confident and bright image to convey the new concept of Chum Churum in an appealing way, and to captivate the hearts of soju lovers. Starting with the new Chum Churum ad campaign, we will actively engage in various marketing activities with Han So Hee, aiming to conquer the soju market.”

Meanwhile, Hite Jinro is also preparing for its spring marketing campaign for Chamisul, which is known for its “Fresh” product line. 

IU, who has been the face of Chamisul since 2014, has been a significant contributor to its sales success. The sales of Chamisul Fresh broke a record last year thanks to IU’s endorsement, with an increase of 9% compared to 2021. Chamisul Fresh has been growing at an average rate of 5% per year for the past decade.


After the end of the pandemic in 2022, sales in the entertainment market increased by 23% compared to the previous year, breaking the record for the most sales ever. In the home market, sales have increased by an average of 10% over the past two years since the spread of COVID-19.

Hite Jinro appointed IU as the Chamisul model in 2014 and replaced her with Red Velvet’s Irene in 2019, but IU was reinstated as a model in 2020. A Hite Jinro representative stated that “Chamisul became the first soju brand to achieve annual sales of KRW 1 trillion in 2017 when IU was the model, and we have been benefiting from the IU effect ever since.”

Oh Seong Taek, a senior executive of Hite Jinro’s marketing department, said, “This spring, we will continue our marketing activities for Chamisul Fresh, which are based on authenticity and pride, as well as develop product activities that reflect consumer needs and trends, leading the alcoholic beverage market.”

Source: foodtoday

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