Analysis of The Hyundai Hi Icon Shop Campaign: A Space Reflecting Actress Lee E-dam's Taste
1️⃣ Intro
The campaign video “Curious about Lee E-dam’s Stylish Taste? Come Visit Icon Shop!” released by The Hyundai Hi is a brand promotional advertisement featuring actor Lee E-dam as the model. Released in 2026, this video garnered attention for its short yet sophisticated direction and stylish spatial composition.
In particular, it became a hot topic for going beyond simple store promotion to structure the video in a storytelling format centered on the keyword “taste.” Lee E-dam’s signature calm yet unique atmosphere harmonized with the Icon Shop’s concept, attracting the interest of MZ generation consumers.
2️⃣ About the Brand
The Hyundai Hi is a lifestyle platform operated by Hyundai Department Store, a space that emphasizes trendy brands and sophisticated curation. Among them, the Icon Shop is known as a concept store that gathers distinctive brands and products to suggest consumers’ “tastes.”
Lee E-dam was chosen as the model due to her unrivaled aura and emotional image. Lee E-dam has established himself as a distinctive actor, leaving a strong impression in every project. This image aligns well with Icon Shop's message that it is not merely a space for selling products, but a "place to discover your taste."
3️⃣ Star’s Influence
Lee E-dam is an actor who is gradually expanding his recognition through dramas and OTT works. Gaining attention for his calm yet profound acting, he is also showcasing a stylish image in the realms of fashion and pictorials.
Following the release of the advertisement, reactions on social media included comments such as, "Lee E-dam’s vibe matches the store well," and "The advertisement looks like a pictorial." Overseas fans also showed interest in Korean lifestyle spaces and shared the video. The Hyundai has previously strengthened its spatial marketing by collaborating with various celebrities, and this campaign is an example of actively utilizing the actor's image.
4️⃣ Video
The official advertisement video can be viewed at the link below.
5️⃣ Analysis / Fan Reaction
The video stands out for its soft color palette and sophisticated spatial staging. The camera follows every corner of the store, focusing on Lee E-dam's natural gaze and movement. This makes the space feel less like a simple shopping area and more like an exhibition space.
The message of "sensory taste" embodies the brand's philosophy of respecting the individuality of each consumer. Lee E-dam's restrained facial expressions and styling convey a sophisticated image without being excessive.
Overseas reactions included comments such as, "Korean department stores feel like cultural spaces," and "Lee E-dam's vibe makes the brand feel luxurious." It is receiving particularly positive responses amidst the growing interest in K-lifestyle.
6️⃣ Conclusion
The Hyundai Hi Icon Shop campaign featuring Lee E-dam is an example of harmoniously combining the space with the actor's image. It is significant in that it strengthened brand identity through the emotional keyword of "taste" rather than product-centric promotion.
Moving forward, there is also anticipation for the possibility that The Hyundai Hi will expand the Icon Shop concept through seasonal themes or collaborations with other celebrities. This advertisement will be remembered as a stylish campaign that reinterpreted the shopping space as a cultural experience.
