Domino's Pizza said on the 21st that the ad for its summer new product "Mujinjang Shrimp Steak Pizza," filmed with its newly appointed model "Rescene (RESCENE)," surpassed 17 million cumulative views just four days after release.
Five Shorts videos that highlighted each member's charm point also each recorded 2 million views after being released.
Domino's Pizza earlier said on the 13th that it had selected the five-member girl group Rescene as its new exclusive brand model. It is a new exclusive model contract about two years after signing an exclusive model deal with soccer player Son Heung-min in 2024.
On major social media (SNS) channels such as YouTube and Instagram, voluntary secondary creations by Rescene's fandom using the ad video are being uploaded.
Meanwhile, the summer new menu "Mujinjang Shrimp Steak Pizza" that Domino's Pizza introduced with Rescene is a menu that reinterprets "Mujinjang," a signature keyword of Musinsa, in Domino's Pizza's own way.
A Domino's Pizza official said, "We will continue to offer differentiated fun by carrying out a variety of marketing activities with our brand model, 'Rescene.'"