"It's Because of the Liver" Cha Du-ri Returns... Daewoong Pharmaceutical Releases New Urusa Ad

The '2023 Gan Ttaemun-iya' commercial featuring Cha Du-ri, football national team coach, and actress Kim Ah-young has been released.

Ursodeoxycholic Acid (Urusa) advertising model Cha Du-ri, national soccer team coach (left), and actress Kim Ah-young. [Photo by Daewoong Pharmaceutical]

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Daewoong Pharmaceutical announced on the 22nd that Cha Du-ri, who gained popularity as the advertising model for the liver function improvement product 'Urusa' in 2011, is making a comeback through the '2023 Gan Ttaemun-iya' commercial.

This commercial also features actress Kim Ah-young, recognized as an icon of MZ generation (Millennials + Generation Z) office workers. The advertisement depicts Kim Ah-young working in an office when she unexpectedly calls out 'Urusaman' Cha Du-ri, who responds by singing the 'Gan Ttaemun-iya' CM song. Through this, the message "You need to relieve your liver to relieve fatigue" conveys Urusa's efficacy in improving physical fatigue and general malaise.

Urusa, first introduced by Daewoong Pharmaceutical in 1961, was ranked as the most sought-after liver medicine by consumers last year according to IMS statistics. The main ingredient of Urusa, 'UDCA (Ursodeoxycholic Acid),' promotes bile production and facilitates the elimination of waste accumulated in the liver, aiding the liver's detoxification function. The vitamin B complex included in the two types of Urusa classified as over-the-counter drugs (Daewoong Urusa and Compound Urusa) helps prevent the accumulation of fatigue substances and supports energy metabolism.

Currently, Urusa products available at pharmacies include 'Daewoong Urusa,' 'Compound Urusa,' and 'Urusa 100mg Soft Capsules.'

Park Eun-kyung, Head of CH Marketing Division at Daewoong Pharmaceutical, said, "It is meaningful that the returning Urusaman Cha Du-ri and actress Kim Ah-young, who is gaining attention as an MZ generation office worker, are starring in the new '2023 Gan Ttaemun-iya' commercial. Going forward, Daewoong Pharmaceutical plans to organize various events as well as advertisements so that consumers of all ages can enjoy the liver function improvement and fatigue recovery effects of Urusa."

Meanwhile, to commemorate the launch of the new commercial, Daewoong Pharmaceutical is holding a comment event on the Urusa Instagram where participants rewrite the lyrics of 'Gan Ttaemun-iya.' Daewoong Pharmaceutical will donate 100 KRW per comment participant as a sponsorship fund to the Korea Childhood Cancer Foundation, fully supporting children with cancer.

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

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