Analysis of the Suntory Highball ‘Hello?’ Campaign with Park Ji-hoon – The Beginning of a Sentimental Drink

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1️⃣ Intro


The video “Suntory Highball❤️Park Jihoon #1 Hello?” released by Suntory Highball is a digital advertising campaign featuring actor Park Jihoon as the model. Released in 2026, this video conveys the light and refreshing image of the Highball through short and stylish direction.

In particular, the concept, which begins with a short greeting of “Hello?”, gives the feeling of opening the first chapter of a series and was quickly shared among fans immediately after its release. It received praise for the natural blend of Park Jihoon’s signature gentle vibe and the refreshing image of the Highball.

2️⃣ About the Brand


Suntory is a representative global alcoholic beverage brand from Japan, possessing worldwide recognition for its whiskey and Highball products. Recently, as Highball culture has spread in Korea, it has been gaining popularity, particularly among young consumers.

The selection of Park Jihoon as a model appears to be a strategy to expand the brand image across generations. As an actor who started out as an idol, Park Jihoon’s strength lies in his image, which possesses both freshness and maturity. This harmonizes well with the concept of the light yet sophisticated Suntory Highball.

3️⃣ Star’s Influence


Park Ji-hoon is an actor who started out as an artist with a global fandom, maintaining high recognition primarily in Asia. Due to his strong ability to spread his fandom through social media, the related video was shared rapidly immediately after the advertisement was released.

Fans reacted by saying, “The combination of Park Ji-hoon and Highball is refreshing,” and “The atmosphere of the advertisement is so good.” Some overseas fans also shared the video, expressing interest in the Highball culture trending in Korea. Park Ji-hoon has previously demonstrated consistent advertising effectiveness by participating in advertisements for various F&B brands.

4️⃣ Video


The official advertisement video can be viewed at the link below.

5️⃣ Analysis / Fan Reaction


The video creates a calm and sophisticated atmosphere by utilizing a minimalist background and soft lighting. Park Ji-hoon’s natural smile and expressive gaze serve as the focal point, while the product appears only sparingly. This appears to be a deliberate directorial choice to emphasize the image of a "light and comfortable drink" for the Highball.

The greeting "Hello?" symbolizes the first encounter between the brand and the consumer. This friendly approach is a strategy designed to reach out to young consumers without feeling intimidated.

Overseas fans reacted by saying, "It feels just like a scene from a romance drama," and "I didn't know Korean Highball commercials could be this sentimental." In particular, many noted that Park Ji-hoon’s gentle demeanor reinforced the brand’s sophisticated image.

6️⃣ Conclusion


The Suntory Highball campaign featuring Park Ji-hoon is a prime example of a brand strategy aimed at expanding its reach to the younger generation. By emotionally combining the star's image with the product's concept, the campaign increased brand familiarity.

We can also look forward to future #2 and #3 series videos, as well as connections with limited-edition seasonal promotions. This advertisement will remain a successful example of combining star marketing and digital content strategies, reinterpreting Highball culture with a sentimental touch.

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