JPDC (Jeju Special Self-Governing Province Development Corporation), the producer and distributor of Jeju Samdasoo, has officially announced actress Park Bo Young as the brand’s new model.

On April 9, her agency BH Entertainment confirmed, “Park Bo Young has been selected as the new face of Jeju Samdasoo.”

Through the upcoming advertising campaign featuring Park, Jeju Samdasoo aims to convey its core values of purity and trust. The promotional video starring Park Bo Young will be released on April 10 via Jeju Samdasoo’s official Instagram and YouTube channels.

Baek Kyung Hoon, CEO of JPDC, stated, “Jeju Samdasoo will continue to evolve as a brand centered around the value of trust. With this new campaign, we hope to build a friendlier and more positive image among consumers.”

Park also shared her excitement on social media, posting photos from the campaign shoot in Jeju Island with the caption, “I love Samdasoo.” The revealed images show her holding a bottle of Samdasoo in a blooming field of canola flowers, striking a playful pose with a Samdasoo keyring.

Meanwhile, during a press conference held in March to mark the company’s 30th anniversary, CEO Baek announced that singer Lim Young Woong’s modeling contract with the brand would expire this month.

“Lim Young Woong has many strengths, but he's also very busy, making it difficult to shoot in Jeju,” Baek noted. “We’ve been looking for a new model who aligns with our updated marketing strategy and can have broader appeal.”

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