5 Million Captivated by 'Gan Ttaemun-iya'... Reborn in Gugak and Rap Versions

Daewoong Pharmaceutical Releases New Advertisement for 'Urusa'

Daewoong Pharmaceutical announced on the 4th that the 'It's Because of the Liver' song, re-edited into various versions of short-form content, has surpassed 5.13 million views on YouTube.

Ursodeoxycholic Acid (Urusa) New Advertisement Still Cut.
[Photo by Daewoong Pharmaceutical]

In September, Daewoong Pharmaceutical released new video content featuring coach Cha Du-ri, who returned as 'Urusaman,' and actress Kim Ah-young, regarded as an icon of MZ generation (Millennials + Generation Z) office workers. The content depicts MZ employee Kim Ah-young working in the office and summoning Urusaman Cha Du-ri, who sings the 'It's Because of the Liver' song. Daewoong Pharmaceutical explained that the familiar voice of coach Cha Du-ri combined with actress Kim Ah-young’s comedic charm.

Daewoong Pharmaceutical also released additional versions: a traditional Korean music (gugak) version of 'It's Because of the Liver' sung by gugak artist Shin Yoo-jin, who has performed as a vocalist for the new-generation gugak group 'Lapolla' and the band 'Norangchi,' and a rap version performed by broadcaster Jaejae, actress Kim Ah-young, and singer Loco. The gugak version interprets 'Sugungga,' one of the five pansori madang, tailored to Urusa. The rap version features Loco’s stylish beat combined with humorous lyrics.

Recently, Daewoong Pharmaceutical collected lyric ideas from employees using rhymes with the word 'liver' together with singer Yoon Jong-shin, who is the current Urusa advertising model. A new music video featuring employees will be released on Daewoong Pharmaceutical’s official YouTube channel by the end of this year.

Park Eun-kyung, Head of CH Marketing Division at Daewoong Pharmaceutical, said, "We are conducting this campaign to introduce Urusa anew to the MZ generation through brand heritage," adding, "We will continue to strive to ensure Urusa is remembered as a liver medicine loved by many customers through various marketing activities incorporating the latest trends."

Meanwhile, Daewoong Pharmaceutical’s Urusa has been conducting various marketing activities since its launch in 1961. In the 2010s, the 'It's Because of the Liver' song was introduced, imprinting Urusa in the minds of the entire nation.

According to IMS statistics, Urusa, a liver function improvement agent, was the most sought-after liver medicine by consumers last year. The main ingredient of Urusa, UDCA (ursodeoxycholic acid), promotes bile production and facilitates the elimination of accumulated waste in the liver, aiding the liver’s detoxification function. Currently, three types of Urusa are available at pharmacies: 'Daewoong Urusa,' which helps improve liver function in chronic liver disease and alleviates physical fatigue and general malaise; 'Complex Urusa,' which helps improve physical fatigue; and 'Urusa 100mg,' which helps improve liver function in chronic liver disease.

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