Is it smoother when Lee Su-ji drinks it? The essence of Cheoeumcheoreom's 'parody marketing'
1️⃣ Intro
“It goes down even smoother.” Lotte Chilsung Beverage’s soju brand, ‘Chum-Churum,’ is heating up the online world with the release of a 15-second commercial featuring comedian Lee Su-ji as its model. This video has become the center of attention due to its unconventional casting and humor, which are completely different from traditional alcohol advertisements.
The reason this commercial is receiving particular attention is that it incorporates the storyline from the time Lee Su-ji gained immense popularity for parodying the previous model, actress Han So-hee. As an unprecedented situation unfolds where a “parody becomes a real advertisement,” consumers are showering it with praise, declaring, “A marketing genius has appeared.”
2️⃣ About the Brand
‘Chum-Churum’ is Lotte Chilsung Beverage’s flagship soju brand, which has been loved for a long time by promoting its image as a “smooth soju.” Over the years, it has emphasized a sophisticated and emotional image by employing top-star actresses as models. Selecting Lee Su-ji as a model is a "masterstroke" that demonstrates the brand's bold and flexible thinking.
When a video of Lee Suzy parodying Han So-hee's advertisement garnered significant attention on social media, the brand leveraged this momentum to select her as its official model. This was an attempt by the brand to directly embrace and communicate with the online memes and humor codes created by consumers, generating a level of buzz and intimacy that was more powerful than any conventional approach.
3️⃣ Star’s Influence
Lee Su-ji is a representative comedian of South Korea who has brought great laughter to the public with her exceptional observational skills and ability to mimic. Her "Han So-hee parody" went beyond mere imitation; it was recognized as a piece of content that accurately captured the character's characteristics, receiving an explosive response on social media.
Following the release of the advertisement, fans and the general public alike gave her enthusiastic applause, with comments such as, "She finally achieved her dream," and "This is actually becoming real." Lee Su-ji's cheerful and positive image caused a rapid surge in favorability toward the brand, and reactions from overseas K-content fans also followed, describing it as an "intriguing twist in Korean advertising."
4️⃣ Video
You can view the official commercial video at the link below.
5️⃣ Analysis / Fan Reaction
The video almost perfectly replicates the composition and atmosphere of the previous Han So-hee commercial. From the tranquil background and elegant attire to the scene of tilting a glass. However, at the end, Lee Su-ji's signature comical expression and "Cheers!" reaction are added, delivering a perfect comedic twist.
While the concept of "going down smoother" retains the message from the previous commercial, Lee Su-ji's delivery gives it a double meaning: "smoothness of swallowing" and "a smooth transition of the situation." Overseas fans reacted with comments such as, “Knowing the backstory of this ad makes it ten times funnier,” and “It’s cool that the brand understands humor.”
6️⃣ Conclusion
The Cheoeumcheoreom ad featuring Lee Su-ji is the most successful example of ‘meta-marketing,’ where a brand officially acknowledges and embraces secondary creative content generated by consumers. This signifies that the brand has moved beyond simply delivering one-sided messages to becoming an entity that communicates with the public and creates culture together.
It makes us look forward to follow-up campaigns with Lee Su-ji, or even an epic collaboration featuring both Lee Su-ji and Han So-hee. This ad will be remembered for a long time as one of the best commercials of 2026.
