Emotional and Fun Jeonggwanjang 'Pengsu's Return' Tops Korean YouTube Ads

Cheil Worldwide Production 'Jungkwanjang-Pengsu's Homecoming' Ad
Ranks on January Google APAC YouTube Ad Leaderboard
"The Secret Is Creating Content People Want to See"

[Asia Economy Reporter Cha Min-young] Jeil Planning's advertisement for KGC Ginseng Corporation's flagship red ginseng brand, CheongKwanJang, titled ‘Pengsoo's Homecoming,’ was recently selected for Google's ‘Asia-Pacific (APAC) YouTube Ads Leaderboard.’

According to Jeil Planning on the 10th, Google's Asia-Pacific YouTube Ads Leaderboard selects the most popular campaigns in each country by compiling metrics such as views, total watch time, and audience retention of all YouTube ads released monthly across 13 countries in the APAC region. In January of this year, the representative Korean advertisement featured CheongKwanJang’s ‘Pengsoo's Homecoming’ ad.

This ad, starring the trending model Pengsoo, humorously and cleverly depicts Pengsoo’s struggles to visit his parents in Antarctica for the Lunar New Year. The story adds fun by showing Pengsoo participating in competitions such as ssireum (Korean wrestling), jegichagi (a traditional Korean shuttlecock kicking game), and yodeling contests to win a plane ticket to Antarctica, then returning home triumphantly with the ticket and CheongKwanJang red ginseng products?only to reveal the twist that the plane ticket was one-way.

A Jeil Planning official explained, "We focused on creating content that viewers want to watch rather than just emphasizing the characteristics of the advertisement content," adding, "We aimed to naturally incorporate CheongKwanJang, the representative holiday gift, into the story while maintaining the worldview of the trending model Pengsoo."

This advertisement, which skillfully blends Pengsoo’s emotions and story with the CheongKwanJang brand, surpassed 5 million YouTube views within five days of its release and has now exceeded 20 million views. The video has also received over 4,000 comments.

A CheongKwanJang representative said, “Pengsoo’s positive influence has had a favorable effect on the CheongKwanJang brand, creating empathy and resonance across all generations, making this an excellent case,” and added, “We are honored that the advertisement for Korea’s leading health functional food brand, CheongKwanJang, was selected for Google’s Asia-Pacific YouTube Ads Leaderboard.”

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