HiteJinro Extends Soju Model Contract with IU... Longest-Serving Model for 8 Years
[Asia Economy Reporter Song Seung-yoon] Singer IU has been reappointed as the model for HiteJinro's soju brand Chamisul.
HiteJinro announced on the 23rd that it has extended its contract with IU, who was the previous model for Chamisul. HiteJinro decided this because IU's bright and clean image, loved by all age groups, best matches the Chamisul brand. IU has been active as the model for Chamisul for a total of 8 years to date.
The relationship between HiteJinro and IU began in 2014. IU worked as the model for Chamisul from 2014 to 2018, and in 2020, she was reappointed as the first model to be reselected for Chamisul, making her the longest-serving model to date.
Chamisul and IU have showcased various chemistry through new attempts. In 2020, they produced a photo shoot in collaboration with a fashion magazine for the first time in the soju industry, and last year, they gained great popularity through a goods collaboration with a jewelry company featuring IU as the model.
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Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "IU is the best partner with a sense of responsibility for the brand and delicate consideration," adding, "She is the model that best fits the clean image that the Chamisul brand pursues, and becoming the longest-serving model in the liquor industry through this re-contract is even more meaningful."
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