Korea's best-selling domestic mineral water brand, 'Jeju Samdasoo', has finally selected a new endorsement model after 4 years.

Singer/actress IU, who has endorsed the brand since 2020, will hand over the reigns to singer Lim Young Woong beginning in March. In addition to retaining its popularity with consumers in their 30's and 40's, 'Jeju Samdasoo' will be targeting more consumers in their 50's and 60's who are increasingly preferring bottled water over other conventional water options. 

Meanwhile, tops stars including Jo Jung Suk (2017), Lee Seung Gi (2018), and Kim Hye Soo (2019) were also previous endorsement models for 'Jeju Samdasoo'.