Korea Federation of SMEs Selects 20 Finalists for '2026 Yellow Umbrella Promotion Model'

Participants Share Their Stories and Showcase Their Talents

The Korea Federation of SMEs announced on September 30 that it held the final round of the '2026 Yellow Umbrella Promotion Model Selection Contest' and selected a total of 20 participants. Now in its fourth year, this contest was open to Yellow Umbrella subscribers with the aim of fostering a deeper sense of empathy through the life stories of small business owners. The event concluded with over 1,500 applicants vying for a spot.

Participants of the '2026 Yellow Umbrella Promotion Model Selection Contest' are taking a commemorative photo. Photo by Korea Federation of SMEs

Experts from various fields, including advertising and media, served as judges and selected the final 20 models based on criteria such as image suitability, model enthusiasm, and likability. The grand prize was awarded to Lee Jisun, who has been running a neighborhood bookstore in Jeonju for nine years. Lee said, "The Yellow Umbrella is like a dependable father, always providing strength. It feels like a dream to have won the grand prize in a contest I entered to promote my bookstore."

The newly selected Yellow Umbrella promotion models will participate in a variety of promotional activities alongside celebrity ambassadors, including filming the 2026 Yellow Umbrella TV commercial, producing digital content for platforms like YouTube, and taking part in various events and performances.

Oh Kiwoong, Executive Vice President of the Korea Federation of SMEs, stated, "The Yellow Umbrella Promotion Model Selection Contest provides a stage every year for small business owners, who are often too busy running their businesses, to showcase their talents and realize forgotten dreams. I hope participants will enjoy a wide range of experiences, from appearing in Yellow Umbrella TV commercials to creating digital content."

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