Green-tinted bottles of soju are practically recurring characters in our favorite K-dramas. Given how popular the drink is in Korea, it only makes sense that it has become such an omnipresent entity in their real and fictional worlds.
As it turns out, promoting such a beloved product is a huge deal, and only the best and brightest stars are bestowed such responsibility.
Why Is Endorsing a Brand of Soju a Big Deal in South Korea?
The soju we all know and love (say, the one we get served in K-BBQ spots) is a distilled spirit extracted from starches like barley, sweet potatoes, and tapioca. Some would dub it as the "Korean vodka" given its smooth and mild taste that pairs well with a variety of dishes. It's relatively affordable with an average price tag of 2000 Korean Won, which is approximately less than P85.
In recent years, the National Tax Statistic Yearbook of Korea reported that soju comprised 42.1% of market shares for alcoholic beverages, making it the most popular drink in their country. Brands like Chamiseul and Chum Churum lead the pack when it comes to customer preference and quality. A survey conducted in 2021 showed that 17% of respondents consume soju at least once or twice a week. All this data proves that the liquor has become such an integral component of life in Korea, both in the real world and, subsequently, in film.
Having said that, endorsing soju is seen as a Herculean task, given the product's sheer popularity and societal significance. Over the years, ambassadorship for a soju brand has been regarded quite highly, as it indicates one's capability to drive sales for Korea's most beloved liquor. Whoever will be tapped to do so will have their name and reputation attached to the bottle. Any changes in the brand's roster of endorsers could fuel unfavorable rumors about any given personality.
Need an idea on the kind of stars we're talking about? Scroll ahead for a list of ten Korean personalities who've endorsed soju during their careers.
10 Korean Celebrities Who Have Endorsed Soju Brands
1. Lee Hyo Ri for Chum Churum
2. Shin Min Ah for Jinro J
3. Park Bo Young for Good Day
4. Red Velvet's Irene for Chamiseul
5. Bae Suzy for Chum Churum
6. Han So Hee for Chum Churum
7. Son Na Eun fror Good Day
8. Jennie Kim for Chum Churum
9. IU for Chamiseul
10. Park Seo Joon for Chamiseul
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