Saemaeul Geumgo Highlights Fundamentals with 'AI Parangsae'
Reinterpreting Brand Identity Through Traditional Korean Music CM Song and AI Character
Saemaeul Geumgo has unveiled a new advertisement that combines the 'AI Parangsae' character-reborn through artificial intelligence (AI) technology-with a modernized, traditional Korean music-based commercial song, presenting a new financial brand strategy that bridges both tradition and digital sensibilities.
This advertisement features the core roles of mutual finance that Saemaeul Geumgo has consistently pursued-such as promoting community welfare, supporting vulnerable groups, providing scholarships, and fostering local businesses-presented in an episodic format. By centering on real-life activities, the campaign emphasizes the message of "finance with fundamentals."
In particular, the narrative stands out by reflecting the "Fundamentalism (Return to Essence)" trend, which has emerged as a key consumer value in 2026, focusing on how financial institutions prove their raison d'?tre and tangible achievements.
The commercial song used in the advertisement is a modern rearrangement of traditional Korean music, featuring an addictive chorus and an upbeat rhythm. The newly designed AI Parangsae character, tailored for the digital era, appears alongside the music, highlighting both tradition and a forward-looking vision, and expanding connections with younger generations.
A Saemaeul Geumgo representative explained, "By combining traditional elements such as Korean music, the symbolic Parangsae character, and a community-focused financial identity, we aimed to redefine the image of a 'financial institution with solid fundamentals.'"
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Kim In, Chairman of Saemaeul Geumgo Federation, stated, "Although the advertisement is lighthearted and brings a smile, it naturally encapsulates the history and identity of mutual growth built together with local communities. Through AI Parangsae, we hope to communicate more closely with younger generations and further clarify Saemaeul Geumgo's value as a 'financial institution with fundamentals.'"
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