The elegance of Yuna and Maxim, spanning over 10 years, and K-lifestyle showcased through White Gold Latte Shorts
I have spent 30 years in the world of advertising planning. While I have planned numerous campaigns and met countless models, it is rare to find a model who holds an unrivaled position as an artist, rather than as an actor or singer. The Maxim White Gold short video I will introduce today is the "White Gold Latte Recipe" episode, featuring that very unrivaled presence: Figure Skating Queen Kim Yuna. Through the eyes of a 30-year advertising professional, I will examine the strategy and sophistication contained within this short video.
## A 10-Year Partnership Between Brand and Model: An Asset Named Trust
Model replacements are very frequent in the advertising industry. As trends change and consumer tastes shift, brands are bound to seek new faces. However, the relationship between Kim Yuna and Maxim White Gold is an exception. For over a decade, she has been the face of this brand.
To my generation, Kim Yuna holds significance beyond that of a mere sports star. She is a hero who has instilled pride in the entire nation. To global fans as well, she is a symbol of elegance and perfection. The reason Maxim White Gold has not let her go is clear. This is because Yuna Kim’s clean and sophisticated image perfectly matches the soft, milky image associated with White Gold.
From my perspective as an advertising professional, it is rare globally to see a model and a product feel like one entity for such an extended period.
## Maxim’s Communication Style Evolved into Short-Form
This video adopts the vertical short-form format known as YouTube Shorts. While past Maxim commercials emphasized lyrical narration and emotional visual aesthetics within a 30-second timeframe, this Shorts format is much more friendly and intuitive.
As an advertising professional, what caught my attention was the naming of "Hwagol Latte." This term, a shortened version of "White Gold Latte," reflects the language habits of the MZ generation. Going beyond simply promoting the product, it allows consumers to experience it firsthand by suggesting recipes they can follow themselves. Giving the impression of a friendly older sister or friend enjoying coffee together at home, rather than a distant queen seen on TV—this is the smart attitude that short-form advertising should possess.
## Premium in Everyday Life: The Globalization of K-Mix Coffee
The reason global fans love K-culture is that even the mundane daily lives of Koreans become attractive content. In Korean dramas, scenes of protagonists brewing and drinking instant coffee mix in paper cups appear frequently. Instant coffee mix has now become another cultural item representing Korea.
This advertisement elevates that instant coffee mix to the level of a café menu item called "Wagol Latte." The process of Yuna Kim personally brewing coffee in a cup and adding milk foam aligns with the home café craze. For global fans, the very fact that it is Korean coffee enjoyed by the "Figure Skating Queen" serves as an intriguing element. The advertisement stands out for its sophisticated directing, which excludes functional descriptions of the product and allows viewers to infer its taste and aroma solely through Yuna's elegant touch and warm visual aesthetics.
## The Power of Model Yuna as Seen by an Advertising Expert
Although quite some time has passed since her retirement as a figure skater, the brand known as Yuna Kim remains the most powerful in Korea. Through rigorous self-management and positive influence, she maintains a level of likeability that spans all generations. As an advertising executive, I am always concerned about the risks associated with models. However, Yuna Kim is the model freest from such worries. Her fair skin and elegant aura are irreplaceable elements for expressing the soft and pure taste that White Gold aims for. Even within the light format of shorts, her dignity anchors the weight of the entire video. Light yet not light—this is the very essence of the synergy demonstrated by Maxim and Yuna Kim.
## An Advertising Expert's Conclusion: The Magic of Transforming Familiarity into Novelty
What I have learned while surviving in the advertising industry is that the best creativity lies in presenting the most familiar things in the most novel way. Maxim White Gold captured the most familiar model—Yuna Kim—in the new framework of shorts to propose a new experience called "White Gold Latte."
Watching this video, I also felt the urge to try making a cup of White Gold Latte at home tomorrow morning. To all global K-culture fans, please be sure to check out this video to see the warm and gentle Korean coffee culture conveyed by the Figure Skating Queen, Yuna Kim. Even through the eyes of an advertising expert, it is a truly feel-good magic within less than a minute.
