“The delicious has gotten even tastier” shouted by LE SSERAFIM: An Advertising Professional’s View on Mom’s Touch Hot Cheese Bomb Upgrade Strategy
## The Power of the Word ‘Jjin’
Having worked in advertising for 30 years, I’ve realized that consumers are becoming increasingly cynical about “exaggerated new products.” Copy like “It’s completely different” or “Revolutionary taste” now actually undermines credibility. However, the copy for this Mom’s Touch advertisement was different. “The delicious has become even more delicious”—this single phrase is truly honest and straightforward. It is because, without any grandiose expressions, it is a statement that anyone familiar with the original taste cannot help but relate to.
The moment the members of LE SSERAFIM recited this copy, I felt an instinctive urge to think, “Ah, I want to try this.” The power of advertising lies precisely here: delivering words to consumers that do not feel like a lie. And it is surprising that this message resonates with global K-pop fans as well. Translated into English, it would be something like “The delicious got even more delicious,” but this very simplicity intuitively touches people all over the world.
## The Allure of the ‘Cheese Bomb’ Visual
The true charm of this advertisement lies in how it visually proves the expression "Cheese Bomb" within the video. The thick, gooey cheese flowing down over the hot cheese bomb appearing on screen, and the texture and color of the moment that cheese envelops the chicken—this is not just a mukbang. It is nearly perfect as a product filming production.
The opening tagline, "For spicy hot cheese chicken," clearly conveys the product's identity. It is spicy, contains cheese, and is chicken. These three pieces of information are compressed into just seven characters. Immediately following, "Even richer with a cheese bomb" appears, hitting the point of an upgrade that it has become "richer" than the existing product. Here, "jjinhada" is a unique Korean expression meaning rich, deep, and impactful. Global fans will likely resonate with this scene, exclaiming, "Look at that amount of cheese!"
## LE SSERAFIM, A Perfect Match of "Delicious" Energy
What I admired most about this advertisement was the precision of the model selection. LE SSERAFIM is known for its "confident" and "intense" image, but at the same time, they are also a group that excels at making expressions of "genuine enjoyment" even when eating. In this commercial, the moment the members take a bite of a Hot Cheese Bomb and say, "It was delicious, but it’s gotten even more delicious," their expressions are incredibly natural. It is hard to tell if this is an advertisement or a variety show.
Even as a middle-aged man in my 50s, I can tell those expressions aren't acting; they are genuine. "Authenticity" is the most important factor when K-pop idols shoot commercials, and LE SSERAFIM seems to have been born with it. When global fans see their favorite members eating with such genuine enjoyment, they can't help but want to buy the product. This is the very essence of "influencer marketing."
## Is it an Advertisement or Food Content?
Watching this commercial, I realized another thing. Modern advertisements are no longer confined to the "15-second TV format." This video features a length and editing style that allow it to be naturally consumed wherever it is uploaded—whether on short-form platforms, YouTube, or Instagram Reels.
In particular, the close-up of the moment the cheese flows, the members' changing facial expressions, and the final brand logo—all of these elements are arranged rhythmically. While busy modern people are accustomed to "skipping" ads, this video has the power to make even those viewers stop and watch. This is because it offers the universal temptation of "delicious food."
## A Message to Global Fans
The reason I run this blog is to let overseas fans know the true fun of Korean advertising. This Mom's Touch Hot Cheese Bomb commercial is a perfect example of that purpose.
The popularity of K-food is global. Spicy flavors, cheese, and crispy chicken—this combination has already captivated global palates. With the addition of the global K-pop idol group Le Seraphim, the synergy is tremendous. Overseas fans who watch this commercial will likely think, "They sell that in Korea; I definitely have to try it when I go back."
The era has arrived where Korean advertising transcends the domestic market and acts as the vanguard of global marketing. As an advertising professional with 30 years of experience, I am truly delighted to witness this change firsthand.
[Check out the official YouTube video]
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