Hanchon Seolleongtang said on the 9th that it has selected singer Jeong Dong-won as its exclusive brand model. It is the first time in 40 years of brand operations that it has hired a model.
According to Hanchon Seolleongtang, it chose Jeong Dong-won as a model because he regularly enjoys the company's seolleongtang, and it judged that his real experience using the product could raise consumer relatability and strengthen touchpoints (connectivity) with the brand. In fact, Jeong has repeatedly shown through various content, including Vlogs, that before important performances such as concerts, he pours Hanchon Seolleongtang broth into a tumbler and drinks it.
In particular, Jeong Dong-won is a singer with high name recognition among both the MZ generation (born from the late 1980s to the early 2000s) and middle-aged and older people. Hanchon Seolleongtang said its assessment is that he is a suitable model to reach not only its core customer base in their 40s and 50s but also younger generations.
Hanchon Seolleongtang plans to communicate more closely with consumers across a wide age range with this model selection as a starting point. A Hanchon Seolleongtang official said, "We plan to work with Hanchon Seolleongtang's model Jeong Dong-won to deliver the brand's appeal through diverse content and use this as a starting point to signal a new leap forward."