Korea Otsuka Pharmaceutical has announced Chae Won-bin as the face of their health snack brand, SOYJOY, unveiling a new advertising campaign titled 'A Snack You Can Be Proud of: SOYJOY.'
The campaign captures SOYJOY's brand identity, which emphasizes enjoying the nutritional benefits of soy (SOY) with joy (JOY). Through Chae Won-bin's bright and positive image, the campaign aims to alleviate the guilt often associated with snacking, encouraging people to enjoy snacks confidently in their daily lives.
A representative from Korea Otsuka Pharmaceutical stated, "We chose Chae Won-bin as our model because her trustworthy and healthy image aligns with the values our brand represents. We plan to engage in various brand activities with her in the future."
Launched in June 2024, SOYJOY has been steadily growing in popularity, aligning with the 'Healthy Pleasure' trend. The product comes in eight different flavors and is made using approximately 35 soybeans per bar, offering high protein and dietary fiber content without any flour.
SOYJOY is available through major online retailers, convenience stores, large supermarkets, and outlets like Olive Young across the country.
Lee So-jung, TenAsia Reporter forusojung@tenasia.co.kr