Domino’s Pizza RESCENE Ad: “Mushus Ham Mu Boisso” (Dialect Version) – Mujinjang Shrimp Steak Pizza
“Ham mu boisso!”
If you are an overseas K-pop fan hearing Korean for the first time, this phrase might seem a bit unfamiliar. However, to Koreans, it is a friendly expression that evokes the dialect of the Gyeongsang region.
In this **Domino’s Pizza “Mushus Ham Mu Boisso” dialect version** advertisement, the group RESCENE appears to introduce the product, cleverly combining a Korean regional dialect with K-pop idol content.
The fun of this video lies not merely in the fact that RESCENE appears as the advertising models. A key highlight is the **linguistic playfulness** that connects the product name “Mushus” with the dialect phrase “Ham mu boisso.”
In this post, we will explore what kind of pizza Domino’s “Mushus” is, exactly what “Ham mu boisso” means, and why this dialect-based advertisement is so entertaining—all from the perspective of an ad planner.
## Official YouTube Video
[Domino’s Pizza – Mushus x RESCENE “Mushus Ham Mu Boisso” Dialect Ver.]
Click "Buy the product in this commercial on Amazon.
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## 1. What kind of pizza is “Mushus”?
First, we need to get to know the star of the ad: **Mushus**.
“Mushus” is the shortened name for Domino’s Pizza’s **“Mujinjang Shrimp Steak Pizza.”**
They created the short, catchy name “Mushus” by using the initial syllables of “Mujinjang Shrimp Steak.”
Knowing that the product was born from a collaboration between Domino’s Pizza and Musinsa also helps in understanding the name. The advertisement links the expression "Mujinjang" (meaning "abundant" or "plenty") with the product's generous toppings, effectively using the product name itself as a piece of content.
Therefore, international fans can easily understand that **"Musyuseu" (무슈스) is not a separate, new brand name, but rather a fun, abbreviated nickname for the "Mujinjang Shrimp Steak Pizza."**
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## 2. Why RESCENE Appears
The first thing that catches the eye in this advertisement is, of course, the group **RESCENE**.
Domino's Pizza is releasing various types of content featuring RESCENE as part of the "Musyuseu" campaign.
With content created for each member, fans can seek out and watch videos featuring their favorite members.
From an advertising planner's perspective, this approach is quite natural.
While typical pizza commercials focus on getting consumers interested in the product's taste or toppings, the appearance of K-pop idols gives fans **an additional reason to watch: the fact that the content features their favorite artist.**
This video, too, connects the product with RESCENE's image, adopting an approach that feels more like fan-oriented content than a standard product advertisement.
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## 3. What Exactly Does "Ham Mu Boiso" Mean?
The most important expression in this advertisement is **"Ham Mu Boiso"** (함 무 보이소).
The official video description for Domino's Pizza also uses the phrase: "You haven't tried it yet, have you? Don't forget to *ham mu boiso*."
It is easier to understand if we break this expression down.
### "Ham" = "Han-beon" (Once)
Here, **"Ham"** is a colloquial expression meaning **"han-beon" (once)**.
Therefore, "Ham Mu" can be understood literally as **"eat it once" or "give it a try."** ### ‘Mu’ = ‘Meogeo’ (Eat/Try)
**‘Mu’** is a dialect expression from the Gyeongsang region that corresponds to **‘meogeo’** (eat/try).
The standard Korean word ‘meogeo’ can be shortened to just ‘mu’ in this regional dialect.
Consequently, when overseas fans hear the product name ‘Mu-shus’ alongside the word ‘mu,’ they can discover a fun linguistic connection.
### ‘Boiso’ = ‘Boseyo / Bosipsio’ (Please look/try)
The word **‘boiso’** at the end is also important.
‘Boiso’ is used in the Gyeongsang region to suggest or request an action from someone; in context, it functions as a friendly invitation or recommendation, similar to **‘boseyo’** (please look/try) or **‘haeboseyo’** (please give it a try).
In everyday Gyeongsang speech, saying “meogeo-boiso” is understood as **“meogeo-boseyo”** or **“hanbeon deusyeo-boseyo”** (please try eating it). Real-life usage in the Busan area confirms that phrases like “ireoke meogeo-boiso” are used to mean “try eating it this way.”
Therefore, the most natural translation of the full phrase **‘ham mu boiso’** into standard Korean is **“hanbeon meogeo-boseyo”** or **“hanbeon deusyeo-boseyo”** (please give it a try).
Rather than a simple word-for-word translation, it is more accurate to understand it by capturing the **distinctive, inviting tone and friendly vibe** of the Gyeongsang dialect.
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## 4. Why ‘Mu-shus Ham Mu Boiso’ is Fun
The linguistic appeal of this advertisement also lies in the **natural connection between ‘Mu-shus’ and ‘mu.’**
The product name is a shortened version of **Mujinjang Shrimp Steak (Massive Shrimp Steak) → Mu-shus**, while the ad copy employs the dialect phrase **‘ham mu boiso.’**
In other words,
**Mu-shus → Ham mu → Try eating the Mujinjang Shrimp Steak**
...creates a clever connection based on the sounds of the words. This kind of wordplay can feel more immediately entertaining to those who understand Korean.
For international K-pop fans, this aspect can make understanding Korean advertisements a fun experience.
This is because Korean advertisements often go beyond simply describing the product name; they frequently **create memorable phrases by utilizing words with similar pronunciations, regional dialects, and trendy slang.**
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## 5. It’s even more fun if you know the phrase "Anijiye?"
The phrase **"Ajikdo an meogeobon geo anijiye?"** (You haven't *not* tried it yet, right?), which appears in the video description, also highlights the characteristics of the regional dialect.
Here, the ending **"-jiye"** is used to reflect the Gyeongsang-do dialect.
In standard Korean, it would be understood as something like **"Ajikdo an meogeobon geo anijyo?"**
Therefore, a natural translation of the full sentence would be:
**"You haven't *not* tried it yet, right? Don't forget to give it a taste!"**
Understanding this helps you better grasp the tone and vibe of the way RESCENE speaks in the video.
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## 6. The use of dialect from an advertiser's perspective
In this campaign, the use of dialect isn't just a gimmick for entertainment.
It serves as a **linguistic device** designed to make the product memorable.
They shortened the long product name "Mujinjang Shrimp Steak Pizza" to "Mu-Syu-Seu" and combined it with the unique dialect phrase "Ham mu boisso" (Give it a try).
This creates a distinctive tone unique to the advertisement.
In particular, **"Ham mu boisso" is short and has clear pronunciation, making it easy to remember after hearing it just once in the video.**
When combined with RESCENE's idol image, the product name and the dialect phrase become something fans can enjoy and engage with, much like fan content. This approach aligns well with **advertising communication that focuses on making the audience remember a single, short phrase** rather than providing a lengthy explanation of the product's features.
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## Key Takeaway: ‘Ham mu boiso’ means ‘Give it a try’
Domino’s Pizza’s **“Mooshus x RESCENE – Mooshus Ham Mu Boiso” dialect version** is an advertisement featuring the group RESCENE introducing Mooshus Pizza.
Here is a breakdown of the key expressions used:
**Ham = Once (Han-beon)**
**Mu = Eat (Meogeo)**
**Boiso = Please try / Give it a go (a friendly, inviting expression)**
Therefore, **‘Ham mu boiso’ can be naturally understood as ‘Give it a try’ or ‘Please have a taste.’** It is best viewed as an expression that conveys the friendly, inviting tone characteristic of the Gyeongsang-do region.
Additionally, the phrase **‘Ajikdo an-meogeobon geo anijiye?’** in the official video description translates to something like, “You haven’t tried it yet, have you?”
If you are an international K-Pop fan, while it is great to simply enjoy seeing RESCENE in the ad, try also observing **how regional Korean speech patterns—such as ‘Mooshus,’ ‘Ham mu boiso,’ and ‘Anijiye’—are incorporated into the advertisement.**
By doing so, you can discover—even in a short pizza commercial—how elements like **K-Pop idols, the unique nuances of the Korean language, regional dialects, and wordplay on product names** all come together to create a single piece of content.
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