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 South Korea's soju and beer market is huge with the public thinking that models of these brands can only be those who are among the most popular celebrities in Korea. Although this may not be true, the majority of the alcohol brands will choose celebrities that are well-known most of the time as their model.

Did you know that because the main consumer groups of soju are male, the soju models are mostly female celebrities? Also because the image associated with beer is a refreshing image they are mostly male celebrities that model for beer brands.

Chamisul (참이슬)

The number one soju brand 'Chamisul' was modeled by IU for four years and in the case of last year she co-modeled with Park Seo Joon. Last year, you could see posters of IU and Park Seo Joon all around the country and due to this, IU has been liked and loved by Chamisul drinkers around the country.

But since 2019, the model contract between Chamisul and IU ended and Chamisul made Red Velvet's Irene as their new model making Chamisul gain a fresh look.

At the start many people in Korea said that IU was more familiar and better as a Chamisul model but as time passed people started to change their mind and think that Irene also matched the image of Chamisul.

HITE EXTRA COLD (하이트 엑스트라 콜드)

Last year a sub brand of Hite Beer, Hite Extra Cold used Kang Daniel as their special model and although Kang Daniel had some troubles with his agency due to the disbandment of WannaOne he was still able to take become the model.

HITE FiLite FRESH（하이트진로 필라이트 후레쉬）

The latest HITE FiLite advertisement released in 2019 features SF9's Rowoon which fits well with the fresh image that HITE FiLite aimed for.

HITE（하이트）

The HITE beer that is famous among Koreans have the famous Song Joong-ki and Hyunbin as their models. Therefore, many people in Korea have said the best way to determine if a celebrity is successful or not is if they have modeled for a beer company.

Chum-Churum（처음처럼）

Another soju with a high market share in Korea is Chum-Churum and is modeled by the national first love of Korea, Suzy who has endorsed Chum-Churum for over a year and is still the model of the brand. When I drank this soju the first image that came to my head was Suzy.

CASS（카스）

Another Korean Beer with a high market share has to CASS and CASS has chosen popular male artists as their models in TOP of Bigbang, Lee Jong-suk, and Choi Siwon of Super Junior all of which have grabbed the hearts of women in Korea.

Do you guys look forward to who the next model of CASS might be like me? Last summer there were sayings that Jennie of Blackpink would become the next model of CASS but it turned out to be just a rumor.

A few years ago, CASS Light used Seo Kang joon and CASS FRESH used Zico of BLOCK B as their models.

In 2018, CASS used Hell's Kitchen chef Gordon Ramsey as their model increasing the popularity of CASS around Korea.

Good Day（좋은데이）

Good Day a Korean soju brand popular in Busan used Son Na-eun of Apink as their model and although Chamisul may be the most popular soju in Seoul, Good Day is the most popular soju in Busan.

Also! In 2019, Good Day Soju used chef Paik as their model, increasing their popularity and was talked about a lot!

Chungha（청하）

Chungha soju may not be as well known compared to other brands but there is a niche market that loves Chungha soju. When the first season of Produce101 came out, people joked that Chungha should be the model for the Chungha soju and it actually happened.

Why? Because the Korean text of Chungha is spelled the same way Chungha soju is, funny right?

Chungha took the model job of Chungha soju when she became a solo artist and the official advertisements were also funny with the customers ordering a bottle of Chungha soju and Chungha coming out with the bottle.

TERRA（테라）

Gong Yoo has to be one of the hottest male stars in Korea and this year's new beer TERRA used Gong Yoo as its model. 

The above was about the latest Korean culture of how Korean alcohol brands pick their models.

However, the reason why most soju brands use females as their models is in addition to the main customer group being male, the soju bottle is relatively small and so using a male model, their bigger hands may cover the label of the bottle making female models be more preferred than male models.

Is this a reasonable reason? Also a reminder that the drinking age in Korea is over the age of 20. See you next time with a new post~