Comedian Lee Su Ji Redefines Soju Advertising with Chum Churum's 20th Anniversary Campaign

Comedian Lee Su Ji is generating significant buzz as the new model for Lotte Chilsung Beverage's Chum Churum soju 20th-anniversary advertisement. Lee Su Ji humorously parodies previous Chum Churum ads featuring top stars like Lee Hyori, Suzy, and Jennie, breaking away from conventional soju advertising formulas and delivering fresh entertainment. This unconventional approach has resonated strongly with younger generations, leading to an explosive response on social media.

The advertising campaign consists of three parts: 'Shake it, Chum Churum' (Lee Hyori parody), 'Just like the first feeling' (Suzy parody), and 'Goes down smoother' (Jennie parody). The Suzy and Jennie parodies, in particular, have accumulated millions of views and are rapidly spreading across short-form content platforms and online communities. Lee Su Ji perfectly mimics the established tropes of soju ads, such as dreamy lighting, subtle facial expressions, and slow-motion shots, while adding exaggerated expressions to create humor, prompting consumers to recall and engage with past advertisements.

Bloggers commend Lee Su Ji's ad for transcending mere comedy and positively transforming the brand's image. By offering content that the 20-30 age demographic can genuinely enjoy through parody, rather than forced sentimentality or historical recounting, the campaign has inspired people to actively seek out and share the advertisements. This shift from an 'era of pretty models' to an 'era of content' highlights the strategic success of casting Lee Su Ji, whose high likeability and suitability for parody are considered a stroke of genius.