Following Lee E-dam's Taste: The Hyundai Hi Icon Shop's View on MZ Sensibility
As I work in advertising, I notice an interesting point whenever I see commercials for retail brands these days. While the core message used to be "You can find everything here," it is now shifting to "This space understands your taste." The [The Hyundai Hi] Lee E-dam commercial I will discuss today is a prime example that clearly demonstrates this change.
## Why Lee E-dam? The Actor's Mood and the Texture of the Space
Actor Lee E-dam has recently been showcasing a quiet yet strong presence through her dramas. She is an actress who first brings to mind a calm and sophisticated image rather than someone who stands out flashily.
The reason The Hyundai Hi chose her as a model is clear. They wanted to convey the message that the Icon Shop is not merely a shopping mall, but a "gathering place for sophisticated tastes."
What I always feel on the advertising set is that for a space brand, the atmosphere and texture must match the model. Lee E-dam's calm tone blends naturally with The Hyundai Hi's sophisticated interior. A presence that is not excessive but distinct. This is a calculated casting choice.
I always feel this on the advertising set: for a space brand, the vibe must match the model's.
## Strategy for the Keyword “Sensory Taste”
The core of this video is “taste.” It does not list products. Nor does it mention discount information. Instead, it showcases the space while following Lee E-dam’s taste.
The MZ generation these days does not want the “right answer” presented by brands. Instead, they want to discover their own tastes. The Hyundai Hi positions the Icon Shop as a space for such discovery.
From an advertising perspective, this represents a transition from function-centric advertising to lifestyle-centric advertising. The space becomes not a background, but a stage to prove one’s taste.
## Visual Aesthetics, Just Like a Vlog
This advertisement differs from typical department store commercials. Instead of flashy cut editing, it is structured to follow Lee E-dam’s gaze. The camera follows the subject, and the subject explores the space.
It feels just like watching a sensual vlog. It is the very grammar that global K-culture fans love. When a star’s everyday life is combined with a sophisticated space, the advertisement naturally becomes content.
This kind of direction can be risky. This is because the message could easily weaken. However, this advertisement pushes the single keyword "taste" to the very end. That is why it remains uncluttered.
## The Hyundai Hi, A Reinterpretation of the Department Store
The Hyundai is already recognized as the trendiest department store in Korea. However, the name "The Hyundai Hi" takes the existing department store image to a whole new level.
The word "Hi" signifies both a greeting and a sense of friendliness. The space known as the Icon Shop appears like a playground where one can discover their own tastes. It is no longer a traditional retail channel; it is a cultural platform.
This very sentiment is why global fans consume Korean shopping spaces as part of their tourist itineraries. The moment the space becomes the content itself, the brand is consumed like a travel destination.
## A Strategy for the Coexistence of Stars and Space
Another characteristic of this advertisement is that Lee E-dam does not overwhelm the space. While the star is at the center, the space is also a protagonist.
As an advertising professional, this is precisely the most difficult balance to strike. Star marketing is powerful, but it can easily overshadow the brand. This campaign struck that balance well. Lee E-dam does not ‘introduce’ the Icon Shop. Instead, he ‘enjoys’ it. That very act becomes the brand’s image.
## An Advertising Expert’s Conclusion
Watching this video, I felt this:
“This is not a sales advertisement, but an advertisement for taste.”
The Hyundai Hi does not emphasize products. Instead, it emphasizes sensibility. It embodies that sensibility through the actor Lee E-dam.
What I learned on the ground is that for a brand to last, it must tap into personal taste. This campaign understands that essence well.
If you are a global K-culture fan, I hope you will watch this advertisement to see how a Korean retail brand reinterprets space as content.
[Check out the official YouTube video]
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