Lotte Chilsung Beverage Releases Limited Edition 'Cheoeumcheoreom Flex' in Collaboration with Rapper Yumdda

[Asia Economy Reporter Lee Seon-ae] Lotte Chilsung Beverage announced on the 2nd that it will launch ‘Cheoeumcheoreom Flex’.

‘Cheoeumcheoreom Flex’ is a limited edition product released in collaboration with rapper Yeomtta, and the product name is derived from the ‘Flex culture’ popularized by Yeomtta.

‘Flex’ is a hip-hop term used to show off one’s wealth and abilities or to boast about one’s lifestyle. It began to be known through hip-hop lyrics in the 1990s. In Korea, the term started trending after rapper Yeomtta appeared on ‘Show Me The Money 8’ and said, ‘I just flexed,’ establishing a new ‘Flex culture’ centered on young people to prove their success.

This product collaboration was made possible after the official ‘Cheoeumcheoreom’ account left a comment on Yeomtta’s YouTube video where he was drinking ‘Cheoeumcheoreom’.

The product packaging features the bold and striking ‘Flex’ product name prominently on the front, designed to resonate with the 2030 young generation familiar with the ‘Flex culture.’ Yeomtta showed great interest in the product, even visiting the ‘Cheoeumcheoreom’ headquarters to participate directly in the design.

A Lotte Chilsung Beverage official said, “News that we collaborated with Yeomtta, the hottest rapper in the hip-hop scene, has already sparked high interest among 2030 consumers regarding the background of the launch,” adding, “We plan to communicate with consumers through flexed marketing after the launch.”

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