CU Selects Comedian Kim Haejun as Advertising Model for 'CAFE GET'

Instant Coffee Brand 'CAFE GET' Selects 'Cafe Owner Choi Jun' as Model, Launches SNS Advertisement
Rainforest Alliance Certified Beans, Tumbler Discounts, Fluorescent-Free & Bleach-Free Kraft Cups, and More

[Asia Economy Reporter Kim Yuri] CU announced on the 3rd that it has appointed comedian Kim Haejun, popular as 'Cafe Owner Choi Jun,' as the advertising model for its instant coffee brand 'CAFE GET.'

Comedian Kim Haejun is active as the character 'Cafe Owner Choi Jun' on the YouTube channel Pisik University. Cafe Owner Choi Jun is popular among the MZ generation for his unique greasy tone and exaggerated kindness, creating the new term 'Junmyeodeunda (Choi Jun + seeping in)' as a charm point.

In a total of three commercials, Kim Haejun plays the owner of CAFE GET, introducing the brand’s key features such as eco-friendly beans certified by the Rainforest Alliance (RFA) and the tumbler usage campaign, all while bringing his distinctive character to life. The commercials also naturally incorporate Cafe Owner Choi Jun’s catchphrase 'I was immature,' adding fun to the ads.

CU explained the selection of comedian Kim Haejun as the model for CAFE GET by saying, "To effectively convey CAFE GET’s trendy sensibility and target the MZ generation, who have recently shown increased interest in instant coffee."

Looking at CU’s instant coffee sales by age group, the proportion of customers in their 20s and 30s steadily increased from 39.8% in 2018, three years ago, to 42.2% in 2019 and 46.5% in 2020. In the first quarter of this year, it rose to nearly half (48.2%) of total sales. Instant coffee was also the category with the highest number of subscribers in the subscription coupon service, which is popular among customers in their 20s and 30s.

CU stated, "In the past, convenience store instant coffee was mainly a cost-effective product favored by middle-aged customers in their 40s and 50s who preferred budget-friendly consumption. However, with the launch of its own brand and significant improvements in coffee taste and quality, CU has attracted younger customers familiar with specialty coffee shops to convenience stores." CU uses Rainforest Alliance certified beans grown on farms practicing eco-friendly agriculture, offers tumbler discounts, and uses fluorescent-free and bleach-free kraft cups, which has further increased preference among the environmentally conscious MZ generation.

To coincide with the launch of the CAFE GET advertisement, CU is holding various events. From today until the 16th, subscribers who watch the CAFE GET commercial on CU’s official YouTube channel CUtube and leave a comment will be entered to win prizes including a CAFE GET apron autographed by Cafe Owner Choi Jun (1 winner), eco-friendly beans certified by the Rainforest Alliance (9 winners), and CAFE GET Americano exchange coupons (500 winners). From the 17th to the 31st, a photo event will be held where participants take pictures of Cafe Owner Choi Jun promotional materials in CU stores and upload them with hashtags. Among the entrants, 100 winners will be selected by lottery to receive CAFE GET Americano exchange coupons.

Yeon Jeonguk, head of BGF Retail’s marketing team, said, "This will be an opportunity to cleverly promote CAFE GET, which considers both taste and the environment, to the MZ generation who pursue both fun and value consumption. CU will continue to lead the convenience store instant coffee market by combining excellent product quality with lively marketing."

Meanwhile, last month BGF Retail signed a strategic business agreement with Sandbox Network, which includes comedian Kim Haejun and many other famous creators, to activate digital commerce.

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