Adverts for beverages and food are moving toward male celebrities.

In those days for soju, beverages, food and snacks were mostly advertised by female singers, models or actresses. However nowadays we see ads are mostly endorsed by male celebrities as companies are careful in selecting their models. Previously a young naïve actress is paid to promote a refreshing juice advert.


According to the industry,the number of food and beverage brands that attract consumers' is increasing with unusual models that are out of the conventional practice. It is an attempt to differentiate itself from other brands with a model that breaks the frame and to add a fresh image to the brand itself.

Coca-Cola is paying actor Cha Seung Won to endorse its domestic sparkling water line. It boosts a refreshing image while Lotte Chilsung has actress Go Joon Hee endorsing it, Han Ye Seul and Kim Yoo Jung advertise for Cho Jung sparking water.


LG's Seagram has attracted the attention with Cha Seung Won as he was a familiar face in variety shows and also in dramas. He has the charm to fill the refreshing image. Before being selected as its main model, Cha was considered as an all-round entertainer. Seagram has also promoted PPL (indirect advertisement) to famous entertainment program such as tVN's Three Meals a Day which Cha appeared in with other celebrities.


The juice branding is rather different as it's one that utilizes the most female artists with a softer image. Recently the company has used veteran actor Ma Dong Suk with a super masculine tough look for its minute sparkling drinks. He seem to look hilarious in the advertisement but it does catches the attention. Lotte Confectionary has endorsed Lee Mi Yeon, Chae Si Ra, Won Mi Gyeong, Hyeri as their main models. Then for the first time in 42 years, Lotte has now paid rising star Park Bo Gum as their model. The main aim and strategy is giving the excitement to teens and female buyers. Surprising with Park being its chocolate model, the sales increased up to 20%!


In 2015, MC Jeon Hyun Moo has endorsed a healthy drink with his humorous parodies and unique personality. The result was the reaction was great and since its first year launch, sales went up to KRW$20 billion won which was a total 100% increase before it started.


KGC Ginseng drink company has scouted actor Jo Jung Suk as their model with its promotion and advertisement to gain younger consumers. As a result, the portion of customers in their 20s and 30s were twice as high as other products, which is considered to have attracted younger purchasers who were blind to consumption of health food. Wow!


EXO members endorsing the Goobne Korean Oven Roasted Chicken

As stereo types of model selection are changing with consumer preferences are diversified and various marketing methods such as viral images are developed. An industry official mentioned that competition between brands is becoming very intense.


It is expected that there will be an increasing number of cases of choosing an unusual model that goes beyond the practice.
Which is why we see cosmetics and skin care now mostly been endorsed by male celebrities that female as it gains the women and men customers.