The Meeting of K-Content Scene Stealer Oh Jung-se and Kkokkalcon: A Brand Heritage Strategy Unfolded Through the Keyword of Romance

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1. The Aesthetics of Casting from an Advertising Planner's Perspective: Why Actor Oh Jung-se?


Hello. I am an advertising professional who has spent decades planning countless campaigns at Korean advertising agencies, witnessing the rise and fall of brands firsthand. When selecting an advertising model, the most important factor we consider is Model-Brand Fit. From a planner's perspective, the casting of actor Oh Jung-se for this Lotte Kkokkalcon campaign is the result of highly sophisticated persona marketing.

Actor Oh Jung-se already holds an unrivaled presence among global fans who love Korean dramas and movies. His acting in *It's Okay to Not Be Okay*, *Stove League*, and *The Devil* transcends mere technical skill, containing a sincerity that moves the hearts of viewers. Kkokkalcon is a long-standing brand launched in 1983 that has accompanied the childhoods of Koreans. To overcome the risk of such a brand becoming outdated and to add a modern sensibility of romance, Oh Jung-se—a model possessing humanity, wit, and a deep emotional depth—was the perfect choice. 

2. The Romantic Snack of Our Time: Emotional Branding Unfolded Through the Aesthetics of 15 Seconds


This 15-second version of the advertisement showcases a short yet powerful mise-en-scène. Advertising experts often refer to 15-second commercials as a "short-term battle." This is because a brand's new value must be imprinted on consumers within this brief timeframe. Through Oh Jung-se's deep gaze and understated narration, the ad elevates Kkokkalcon from a mere snack into a medium of romance.

The romance referred to here is not grandiose. It signifies small yet precious values, such as childhood memories of eating snacks held between fingers or moments of respite found amidst a busy daily life. Actor Oh Jung-se's nuanced facial expressions serve as an anchor, reinterpreting Kkokkalcon's long heritage with a modern sensibility. From the perspective of emotional branding strategy, this demonstrates a sophisticated approach that extends brand life and enhances loyalty by focusing on the emotional benefits the product provides, rather than emphasizing the Unique Selling Proposition (USP) of its crispness.

3. The Global Expansion of K-Snacks and Kkokkalcon as a Cultural Icon


For K-culture fans around the world, Korean snacks have become more than just food; they have become an important tool for experiencing the Korean lifestyle. Scenes of drama protagonists enjoying snacks with beer are familiar sights to overseas fans. Among them, Kkokkalcon is one of the most iconic snacks. Thanks to its distinctive shape, it is a national snack that every Korean has likely tried eating by slipping it onto their fingers at least once.

This is precisely the point where this advertisement appeals to global fans. Through the familiar actor Oh Jung-se, it connects Korean snack culture with the universal sentiment of romance. In the advertising planning process, we often consider global scalability. Even if languages ​​differ, the warmth conveyed by the word "romance" and the trustworthiness possessed by actor Oh Jung-se are powerful communication assets that can be understood anywhere in the world. Through this campaign, Kkokkalcon has further solidified its positioning as a cultural icon embodying Korean sentiment, going beyond being merely a food brand.

4. The Textbook of Rebranding: Adding Sensibility to Tradition


As a seasoned advertising professional, I believe this Kkokkalcon campaign serves as an excellent textbook example of rebranding. Long-standing brands often struggle to find common ground with the younger generation. However, instead of advertisements that artificially try to appear youthful, Lotte Wellfoods presented the keyword "romance" through actor Oh Jung-se, who appeals to all generations.

This is a two-sided strategy that evokes nostalgia for the older generation while simultaneously conveying a retro sensibility and a hip image to the MZ generation. This advertisement, which clearly conveyed the brand's message within a brief 15-second timeframe relying solely on clean direction and the model's aura, can be described as the epitome of the restrained sophistication that the Korean advertising industry can offer. It is a strategy that transcends the product's attributes—the savory taste of corn and its unique shape—to tap into the romance within people's hearts. This is the true reason why the entire world is currently going wild for Korean content and advertising.

Although it is a short 15-second video where actor Oh Jung-se's masterful acting meets the warm sentiment of Kkokkalcon, we hope you will join us in experiencing the deep romance contained within it.

Official YouTube Video 




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