Ahn Yu-jin's 'Shoo~ Matcha Latte,' the moment Maxim was reborn with K-pop vibes
Having worked in advertising for 30 years, the biggest change I have noticed is this: advertising must now become "content," not "explanation." The Maxim Supreme Gold video "IVE Yujin's Choux~ Matcha Latte Recipe," which I will introduce today, is a prime example that clearly demonstrates this turning point. Although it is a short video, it serves as a textbook example of how a K-pop idol and a brand can naturally come together.
## Why Ahn Yujin? The Strategy for Model Selection
In advertising, a model is not merely a face. They are a medium that expands the brand's worldview. IVE's Ahn Yujin is currently one of the icons in the global K-pop market who possesses the healthiest and brightest energy. She is charismatic on stage, friendly on variety shows, and displays lovable charm in her daily life.
Maxim Supreme Gold is a brand aiming to shift the image of traditional coffee mixes from "coffee for the parents' generation" to a "premium mix with modern sensibilities." Ahn Yujin's trendy yet approachable image aligns perfectly with this strategy. From the perspective of someone with 30 years of advertising experience, this is not merely the hiring of a popular model, but a sophisticated choice for brand repositioning.
## Is it an ad or short-form content?
The interesting point of this video is that it "doesn't feel like an ad." The format, in which Ahn Yu-jin personally introduces recipes, feels just like watching a vlog or YouTube shorts. Global fans these days love seeing stars in their everyday lives. While perfect performances on stage are good, they feel a greater sense of intimacy in content like this "sharing small recipes."
The ad precisely taps into this point. Rather than emphasizing the product, it approaches the audience with a tone of, "I tried making this with this." It is a suggestion, not a demand. This difference determines the success or failure of advertisements these days.
## The Power of the Naming "Shu~ Matcha Latte"
Having worked in advertising for a long time, I have often seen cases where a single naming determines half of a campaign. "Shu~ Matcha Latte" is truly clever. It preserves the "Shu" from "Supreme" while combining it with matcha. The pronunciation is cute, and it makes you want to repeat it.
Global fans have also become familiar with the Korean language through K-content. This sensibility for onomatopoeia and mimetic words is one of the charms of Korean culture. A single sound like "Shu~" lingers in the ear and naturally leads to the brand name "Supreme Gold." From an advertising perspective, this method of creating a soft brand impression is incredibly sophisticated.
## Transforming the Image of Coffee Mix
Maxim is a brand that has been loved in Korea for a long time. However, for older brands, the challenge is to create a connection with the younger generation. This advertisement redefines coffee mix not simply as a product to be mixed with hot water, but as the "base of home café recipes."
The scene of creating a new beverage by adding matcha, milk, and ice conveys the message that "coffee mix can be this hip." I found this point particularly interesting. It is a strategy that changes the way it is used without changing the product itself. Throughout my 30-year career, I have seen countless times just how powerful this kind of reframing can be.
## A Natural Connection Between K-Pop and Brands
The reason global fans love K-culture lies in its "quality" and "detail." Although this advertisement is short, its video tone, color scheme, and editing rhythm follow the grammar of K-pop content. It is fast-paced but not chaotic, and cute but not childish.
The format of K-pop idol Ahn Yu-jin personally introducing a recipe provides fans with another "content experience." The brand exists quietly in the background, while the star's charm comes to the forefront. Striking this balance is truly difficult, but this video struck that line perfectly.
## One Realization as an Advertising Professional
I understand why global fans are taking an interest in Korean brand advertisements these days. Korean advertising is no longer just a simple commercial message. It is another form of cultural content connected to K-pop and K-dramas.
This video for Maxim Supreme Gold is short, but it is a prime example where brand strategy, model casting, and an understanding of trends all come together in perfect harmony. Even as an advertising executive in my 50s, I can't help but say, "This is well-made." And if you are a K-pop fan, you will be able to experience another aspect of everyday Korean culture through this advertisement.
[Check out the official YouTube video]
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