Actor Joo Ji-hoon has been selected as the new model for Hite Jinro’s beer brand ‘TERRA Light’.

Hite Jinro will release a new Terra Light TV commercial, “It’s Really Okay,” on the 5th, targeting the summer peak season.Joo Ji Hoon joins the commercial as a new model and wittily conveys Terra Light’s signature refreshing brand image.

The commercial begins with Joo Ji-hoon sitting at a table and receiving a beer from someone.

Joo Ji-hoon waves his hand and says, “Huh? It’s okay.I really drank a lot,” but the surprise revelation that he was the one pouring the beer brings pleasant laughter.Joo Ji-hoon’s narration continues, “It’s really okay.It’s Terra Light!” intuitively conveys the identity of Terra Light, which is “zero sugar,” and increases empathy with consumers.


HiteJinro Marketing Office Managing Director Oh Seong-taek said, “We decided to hire Joo Ji-hoon as our model because we thought his sophistication and cheerful, unexpected charm go well with Terra Light’s light and refreshing brand image,” and “He delivered Terra Light’s core message intuitively and persuasively from the first advertisement.”

Recently, Joo Ji-hoon rewrote his life’s work by dominating domestic and international OTT charts with the Netflix series Trauma Center.Joo Ji-hoon, who won the Best Acting Award in the Broadcast category at the 61st Baeksang Arts Awards for this work, is meeting overseas fans through the Asian fan meeting tour ‘JUNIVERSE’, which began in Taiwan last month.Joo Ji-hoon has been receiving many advertisement love calls, such as being selected as the model for a popular Taiwanese beverage brand.

Meanwhile, Joo Ji-hoon has confirmed his appearance in the live-action series of the global mega IP ‘The Remarried Empress,’ raising the expectations of global viewers.



Reporter Lee Jeong- annjoy@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.