The Era of 'Big Models' Boosting Platform Service Company Value

Yoo Ah-in, Lee Jung-jae, Kim Hye-soo Actively Appointed as Big Models for App-Based Platform Services

December & Company Asset Management _Fint_ model Jeon Ji-hyun. Photo by December & Company

[Asia Economy Reporter Kim Heeyoon] As the COVID-19 pandemic prolongs, mobile app-based platform services have rapidly grown, intensifying competition among IT companies to hire top models.

According to industry sources on the 30th, while IT companies in the past focused on showcasing their services with flashy graphics emphasizing innovation and cutting-edge technology, recently they have been actively employing famous celebrities who attract public attention to enhance service value and expand brand awareness.

JARVIS and Villains Samzzam Model Yoo Ah-in. Photo by JARVIS and Villains

Tax Filing Platform Introduced by Yoo Ah-in

Tax tech startup Jarvis & Villains, which is revolutionizing the personal tax market, has appointed actor Yoo Ah-in as the official brand model to strengthen awareness of its tax filing platform ‘SamzzumSam’. SamzzumSam is a service that assists with comprehensive income tax filing and refunds, and through its newly launched mobile app, it also offers a feature to preview expected year-end tax refund amounts. Actor Yoo Ah-in, known for his strong roles in various works, enjoys broad popularity across all age groups.

Jarvis & Villains focused on Yoo Ah-in’s unique image that spans generations and his confident and candid persona. Known as a man of conviction and principles, Yoo Ah-in’s image aligns well with SamzzumSam’s brand value of helping with tax refunds and year-end tax settlements, leading to his selection as the model. The commercial, featuring the main slogan “Because you should get what you deserve,” conveys that even those lacking tax knowledge can easily and conveniently receive tax refunds. It is broadcast on terrestrial and cable TV as well as YouTube.

Model Jun Ji-hyun for 'fint' operated by December & Company Asset Management. Photo by December & Company Asset Management

AI Discretionary Investment Service Featuring Jun Ji-hyun

December & Company Asset Management, which operates the AI discretionary investment service ‘fint’, has appointed actress Jun Ji-hyun as fint’s brand model and launched full-scale marketing activities. December & Company plans to expand fint marketing comprehensively with the campaign slogan “Invest. Easily. Automatically.” to introduce fint to more customers and enable anyone to enjoy easy and convenient discretionary investment services without investment worries.

Actress Jun Ji-hyun, selected as fint’s exclusive model, has been continuously loved across generations for a long time. Her healthy, positive, and trustworthy image was judged to align with fint’s brand value. fint is leading the popularization of discretionary investment by lowering the entry barrier, allowing users to experience investment management services, once considered exclusive to high-net-worth individuals, anytime and anywhere via a mobile app with a minimum investment of 200,000 KRW.

Danal Fintech Paycoin model Lee Jung-jae. Photo by Danal Fintech

Virtual Asset Payment Platform Promoted by Lee Jung-jae

Danal Fintech, which operates the virtual asset payment platform Paycoin, selected actor Lee Jung-jae as its official model and launched a TV commercial in September last year. Danal Fintech explained the reason for choosing Lee Jung-jae as the model, stating, “We judged that actor Lee Jung-jae, who conveys sophistication and trustworthiness, is the perfect fit to showcase Paycoin’s practicality for everyday payments and its reliability as a virtual asset.” Paycoin offers a 15% instant discount benefit through partnerships with convenience stores such as CU, 7-Eleven, Emart24, and Ministop.

PR&D Company HeyDealer models Kim Hye-su, Han So-hee. Photo by PR&D Company

Kim Hye-soo and Han So-hee Promote ‘Hey Dealer’ Car Selling Service

PR&D Company, which operates the domestic car selling service ‘Hey Dealer’, has appointed actors Kim Hye-soo and Han So-hee as official models and launched a brand campaign. Launched in 2015, Hey Dealer is the largest non-face-to-face car selling service in Korea. Customers can sell their vehicles at optimal prices by receiving auction data based on quotes offered by dealers.

The launch video, released on the 6th, shows the meeting of the two actors against a backdrop of a barren wasteland. A Hey Dealer official stated, “The synergy created by Hey Dealer’s innovative spirit and the two actors’ challenging and charismatic images will be significant. The bold choice of two models also demonstrates our determination to walk the path we envision, rather than following conventional methods.”

Dunamu Upbit model Namgung Min. Photo by Dunamu

Namgoong Min Adds Trustworthy Image to Digital Asset Exchange

Dunamu, which operates the digital asset exchange Upbit, launched the ‘Proper Digital Asset Investment’ campaign in August last year with actor Namgoong Min as the model, marking the first activity of the Upbit Investor Protection Center. This nationwide awareness campaign aims to foster a healthy digital asset investment culture by proactively protecting investors against the flood of indiscriminate information and presenting wise investment standards.

Namgoong Min, selected as Dunamu’s first brand campaign model, has been a leading male actor, winning the Best Actor award at SBS’s ‘Stove League’ in 2020 and again at MBC’s ‘The Veil’ in 2023, achieving consecutive acting awards for two years.

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