South Korea's leading chicken franchise specialist corporations Mexicana said it has chosen singer Hwasa, who has a singular charisma and trendy sensibility that captivates the public, as the brand's new exclusive model.
This model selection reflects Mexicana's 2026 slogan, "Re:Born Mexicana," and expresses the company's determination to achieve a major brand resurgence by adding a sophisticated and dynamic sensibility to its existing friendly image.
Deputy Minister Kim Yong-eok, head of Mexicana's marketing headquarters, said, "We judged that Hwasa's confident and self-directed charm and trend-leading image best align with the change and innovation values Mexicana pursues," and noted, "We plan to approach consumers as a younger, more stylish brand through Hwasa."
Hwasa, the entertainment industry's "mukbang goddess," has, befitting a mukbang icon, popularized a variety of menu items. The meeting of Mexicana and Hwasa is expected to be an opportunity to convey Mexicana's unique taste and quality to the public more attractively.
As Mexicana's exclusive model going forward, Hwasa will begin by shooting a newly presented video advertisement and will participate in various online and offline marketing activities. Mexicana plans to launch unique events and promotions with Hwasa that will target the tastes of Millennials and Gen Z and further raise brand awareness.
Hwasa's joining is expected to add a stylish color to the long-preserved authenticity of Mexicana and serve as a driving force leading a comprehensive brand image overhaul. Hwasa's attractive visuals and dynamic energy are expected to inject new vitality into the market.
Meanwhile, Hwasa was reported to have been in a five-year relationship since 2024 with a businessman 12 years her senior, but after not taking a clear position, she hinted at a breakup last year on a YouTube channel, saying, "I'm single now."
[OSEN]