OB Beer Launches 'Gwiha Sinbun' Campaign with 'Bangguseok' Author to Prevent Youth Drinking

[Asia Economy Reporter Seungjin Lee] OB Beer is launching a campaign to prevent underage drinking.

OB Beer announced on the 15th that it will carry out the "Gwiha Sinbun" campaign to prevent underage drinking in collaboration with illustrator 'Banggu-seok' ahead of the 2022 College Scholastic Ability Test.

The "Gwiha Sinbun" campaign aims to prevent minors from purchasing alcoholic beverages in advance by encouraging sellers to make it a habit to check IDs. It involves distributing promotional materials recommending ID verification to food service establishments. The campaign name cleverly plays on the double meaning of "Gwiha Sinbun" and "Gwiha Sinbun," delivering the message "Dear customer, please show your ID" when purchasing alcohol.

OB Beer plans to distribute "Gwiha Sinbun" posters and other promotional materials to about 100 general restaurants in the Samseong-dong area, where there are no restrictions on minors' entry and alcohol can be paired with meals, until the 17th. The campaign will encourage ID checks when ordering alcohol and will be expanded to a wider area in the future.

To convey the message of the "Gwiha Sinbun" campaign in an easy and fun way, OB Beer collaborated with illustrator Banggu-seok. The resulting illustration parodies a famous scene from the movie "My Sassy Girl," specifically the moment when an ID is presented.

An OB Beer official said, "Through the witty 'Gwiha Sinbun' campaign, we will reduce minors' access to alcohol and strive harder to establish a proper drinking culture as a leading company in the alcohol industry."

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