On March 26th, Hitejinro made headlines by announcing the renewal of their contract with IU, extending her tenure as the face of Chamisul Soju to an impressive 10 years. Since their partnership began in 2014, IU and Chamisul Soju have forged a strong bond, marked by innovative marketing campaigns and collaborative ventures.
Throughout the years, IU’s association with Chamisul Soju has evolved beyond conventional advertising, with the duo pioneering industry-first initiatives such as fashion magazine pictorials and exclusive merchandise lines. By actively participating in brand events like the “Isul Pocha” pop-up store and “Isul Live Festival,” IU has demonstrated an unwavering dedication to Chamisul’s ethos of cleanliness and quality.
In response to the contract renewal, Hitejinro’s management director, Oh Sung-take, emphasized IU’s seamless alignment with Chamisul’s brand identity, citing her role as a trusted partner and ambassador of loyalty.
Conversely, Lotte Chilsung Beverage recently spoke out about the expiration of its contract with Han So-hee, signalling the end of her brief one-year tenure as the model for “Cheoeum Cheoreom” soju. Unlike IU’s enduring partnership, Han So-hee’s contract concluded after a relatively short period, raising questions about the criteria for selecting brand models.
Han So-hee’s appointment as the face of “Cheoeum Cheoreom” soju last year was met with anticipation, leveraging her active presence on social media to engage with fans. However, Lotte Chilsung’s decision not to renew her contract has prompted speculation, particularly regarding the impact of her recent romantic scandal.
Amidst the controversy surrounding her personal life, Han So-hee’s actions on social media may have been perceived as a liability by the beverage company, leading to hesitancy in extending her contract. This departure from the norm, considering previous models’ longer tenures, underscores the nuanced considerations involved in selecting brand ambassadors.
As the liquor industry navigates evolving consumer trends and public perceptions, the IU-Chamisul and Han So-hee-“Cheoeum Cheoreom” dynamics serve as compelling case studies in brand ambassadorship and the intricate relationship between celebrities and corporate partnerships.
