Stimulating Laughter and Appetite Simultaneously: Everything About the Tudari Lee Su-ji Advertisement and Analysis of Expected Effects
Tudari X Lee Su-ji: A Delightful Declaration from a Famous Chicken Feet Restaurant, The Power of the 30-Second Full 2026 Commercial
There is an advertisement that makes you burst out laughing the moment you turn on the TV. With just one of Lee Su-ji's signature facial expressions, your hand stops flipping through channels, and by the time the 30 seconds are over, you find yourself craving chicken feet. This is the full commercial for Tudari's new 2026 commercial.
The meeting of chicken feet and comedy might seem unexpected. However, after watching this commercial, it is so exquisite that you might wonder if there could have been a more perfect combination. Today, we will analyze, step by step, how this 30-second commercial elevated Tudari's brand value and why Lee Su-ji was the optimal choice.
1. Brand Description: Tudari, the Epitome of Korean Chicken Feet
Tudari is a franchise specializing in chicken feet that started in 1999 and is a pioneering brand that popularized chicken feet in Korea. It is characterized by offering a variety of snack menus, such as fried chicken and tteokbokki, alongside its signature spicy seasoned chicken feet and buldakbal. The name Tudari originates from a pure Korean word meaning "two legs of a chicken," and its friendly and memorable naming has significantly contributed to brand recognition. Although it is a major franchise with hundreds of branches nationwide, the emergence of new competing brands and the diversification of the bar snack market in recent years have created a need for a new breakthrough.
This 2026 campaign is a declaration that Tudari intends to stand at the center of the market once again. The determination to shed the perception of being an old brand and be reborn with a young and cheerful image is infused in every element, from the selection of the model to the tone of the advertisement.
2. Advertising Concept: The Taste of Irresistible Addiction
The concept of this advertisement is its addictive quality—once you start eating, you can't stop.
The greatest appeal of Tudari Chicken Feet is that once you reach for the spicy and sweet sauce, you simply cannot stop. The advertisement visualizes this addictiveness through Lee Su-ji's facial expressions and gestures. It comically depicts the process of starting with a polite bite, gradually accelerating, and eventually falling into a state where she cannot stop.
This concept is a strategy designed to allow viewers to experience the taste of Tudari firsthand, rather than explaining it in detail. As viewers watch Lee Su-ji get absorbed in the flavor, they begin to salivate along with her, and at that moment, the advertisement's objective is achieved. It is an approach that appeals to instinct rather than complex logic.
3. Creative Concept: The Golden Ratio of Comedy and Mukbang
The creative element of this advertisement is a combination of sitcom-style humor and sizzling mukbang.
The video is largely composed of two main axes. One is Lee Su-ji's comedic acting, and the other is close-ups of Tudari food. These two elements intersect through rapid cut editing to create a sense of rhythm.
In Lee Su-ji's comedic parts, facial expressions, exaggerated gestures, and unexpected remarks trigger laughter. These scenes serve to open the viewer's emotions. Once the viewer's heart is open, the effect is amplified by the food close-ups that immediately follow. Visuals such as chicken feet bubbling in sauce, cheese stretching out, and steam rising directly stimulate the appetite.
The color tone centers on Tudari's brand colors, red and black, while maintaining an overall bright and energetic feel. By creating the atmosphere of a bright and joyful company dinner rather than a dark and heavy pub, the brand's accessibility to the general public has been enhanced.
4. Model Strategy: Lee Su-ji, the Unique Being Who Delivers Laughter and Trust Simultaneously
Tudari's selection of Lee Su-ji as a model was an excellent strategic decision.
First, she is the "master of facial expressions" in Korea. Lee Su-ji earned the nickname "the woman of a thousand faces" through her diverse character performances on shows like SNL Korea. It is difficult to find a model who can portray the expression of going crazy with delight—a look required in advertisements—as naturally and entertainingly as Lee Su-ji does.
Second, she is an icon of the MZ generation. Currently, Lee Su-ji is one of the hottest names in the entertainment industry. To the 2030 generation, Tudari's main consumer base, she is not merely a celebrity, but the source of memes and the trend itself. The mere appearance of her gives the brand a young and hip image.
Third, the authenticity of her "mukbang" (eating show). Lee Su-ji is famous for eating food with genuine enjoyment on television. Natural-looking mukbangs that don't feel forced instill confidence in viewers that the food must be genuinely delicious. This is the most important element in food advertising.
Fourth, there is buzz that transcends cost-effectiveness. Lee Su-ji's commercials become content in themselves. Viewers seek out the ad, take screenshots, and parody it. This spontaneous spread creates overwhelming efficiency relative to the advertising cost.
5. Music: The Return of Addictive Commercial Songs
The music in this commercial is an addictive commercial song style that repeatedly imprints the name Tudari on the mind.
Over an upbeat rhythm, the brand name "Tudari" is repeated in time with the beat. The composition aims for the so-called "earworm effect," where the song lingers in your head all day after just one listen.
Lee Su-ji's ad-libs and exclamations are interspersed throughout the music, creating a lively sense of rhythm rather than mechanical repetition. The structure, where Lee Su-ji delivers a key line the moment the music suddenly stops, maximizes the delivery of the message.
The sound, featuring a Newtro sensibility that blends Trot and Pop, simultaneously expresses Tudari's long-standing tradition and new changes. It is an exquisite musical choice that offers familiarity to the older generation and freshness to the younger generation.
6. Filming Location: A Vibrant Store Space
The filming location for this advertisement is presumed to be either a set modeled after an actual Tudari store or an actual store.
From neatly arranged tables under bright lighting and the brand logo on the wall to scenes of food coming out of the kitchen, the ad vividly captures the real atmosphere of a Tudari store. This gives viewers a sense of realism, making them feel as though they are actually at the store rather than just watching an advertisement.
Some scenes show a table laden with a variety of dishes, visually conveying that Tudari is not just a place for chicken feet, but a comprehensive restaurant serving a wide range of appetizers.
The lighting was set using warm tones, which make food look its most appetizing, to maximize the gloss of the seasoning and the texture of the meat.
7. Outfits and Styling: Maximizing Approachability
Lee Su-ji's outfits consist of a casual look that feels both everyday and bright.
By matching bright colors with comfortable T-shirts or light tops, a friendly image was created, as if she were visiting a local favorite restaurant with a friend. By excluding overly dressed-up or luxurious outfits, the clothing conveys the message that Tudari is a place to comfortably visit in everyday life, not just on special occasions.
Hairstyles feature a natural and active feel, highlighting Lee Su-ji's signature bright and energetic image. Makeup also maintains a natural tone, but adds vibrancy only to the lip color to make the lips stand out during the mukbang scenes.
The overall styling direction portrays someone who focuses on eating deliciously rather than looking pretty. This strategy evokes empathy in viewers, making them think, "I want to go there and eat comfortably like that, too."
8. Expected Advertising Effects: A Catalyst for Brand Relaunch
This 2026 campaign is expected to bring positive effects to Tudari on multiple levels.
First is the youthful transformation of the brand image. Through Lee Su-ji, an icon of the MZ generation, the perception of Tudari as an old franchise can be transformed into that of a young and vibrant brand. This will serve as an opportunity for consumers in their 20s and 30s to rediscover Tudari as a trendy spot for bar snacks.
Second, there is an increase in store visits. Lee Su-ji's addictive mukbang (eating show) leads to a direct stimulation of appetite. We anticipate a behavioral shift where consumers who see the advertisement decide to visit the store for dinner, saying, "Let's go to Tudari tonight."
Third, there is an explosion of social media virality. Scenes from Lee Su-ji's advertisement will be reworked into clips and memes and spread rapidly. If spontaneous content such as "Tudari Lee Su-ji imitation" is produced, additional promotional effects can be achieved without spending on advertising.
Fourth, there is the revitalization of franchisees and an increase in inquiries for new business startups. As the brand image improves, the pride of existing franchisees rises, and the interest of business owners considering new startups increases as well.
The collaboration between Tudari and Lee Su-ji is a successful combination that breathes cheerful energy into the humble menu of chicken feet.
Capturing laughter, appetite, and a brand message all within a short 30-second timeframe, this commercial is set to become one of the most memorable commercials of the year.
How about a plate of chicken feet at Tudari with friends after work today? Just like Lee Su-ji, once you start eating, you might not be able to stop.
This post is based on personal analysis and opinions.
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