KB Kookmin Bank Selects Jang Hangjun and Kim Eunhee as New Models: "National Director and National Writer"

Empathetic Communication... Enhancing Brand Affinity

Cheerful Couple Chemistry... Expanding the Connection Between Daily Life and Finance

On May 11, KB Kookmin Bank announced that it has selected film director Jang Hangjun and drama writer Kim Eunhee as its new advertising models.

New advertising models for KB Kookmin Bank. From the left, film director Jang Hangjun and drama writer Kim Eunhee. Kookmin Bank

Director Jang is recognized as a "national director" who combines public trust and box-office appeal, with his latest film, "The Man Who Lives with the King," released in February, surpassing a cumulative audience of 16 million.

Writer Kim, known for dramas such as "Signal" and "Kingdom," is regarded as a "national writer" who has opened a new chapter in Korean genre dramas and has maintained a high level of recognition.

In particular, as a married couple, the two have consistently shared cheerful and realistic aspects of their daily lives, resonating with a wide range of age groups.

Through the selection of these new models, KB Kookmin Bank plans to communicate financial services—which may be perceived as complex and difficult—in a more approachable way that aligns with customers' perspectives.

The bank aims to expand the connection between customers' daily lives and finance by leveraging the public likability of both models and their natural chemistry as a married couple.

A representative from KB Kookmin Bank said, "Director Jang and writer Kim are earning broad empathy not only through their respective expertise but also by sharing their sincere lives as a couple," adding, "We will continue to strengthen communication with our customers in various ways going forward."

Meanwhile, at the 62nd Baeksang Arts Awards held on May 8, director Jang's film "The Man Who Lives with the King" swept four awards.

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