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Irene becomes face of Hite Jinro

By Lee Tae-hee

  • Published : Dec 14, 2018 - 14:13
  • Updated : Dec 14, 2018 - 14:13

Irene of Red Velvet will model for Hite Jinro’s soju brand Chamisul.

The distiller announced Friday that it chose the singer because of her pure and innocent image.

S.M. Entertainment

Oh Sung-taek of Hite Jinro said, “Irene was most fitting for the spot as the singer is most notable for her star quality, according to the Brand Reputation Investigation.”

Advertisements featuring Irene will convey the slogan “Clean as dew, Chamisul,” with the aim of appealing to younger consumers.

Hite Jinro appointed actor Park Seo-joon as its male model in April. Singer IU had previously been featured in the company’s soju advertisements for five years since 2014.

By Lee Tae-hee (taeheelee@heraldcorp.com)