Kyochon Chicken, one of the three domestic chicken brands, has selected actor Byun Woo-seok as a new brand model.
Kyochon Chicken, which has avoided "star marketing" since actor Lee Min-ho in 2016, has used a celebrity model again for the first time in nine years.
Kyochon F&B, which runs Kyochon Chicken, said it will start promoting the brand in earnest with Byun Woo-seok as its official model from the 23rd.
ⓒYonhap News Agency
Until now, Kyochon Chicken has implemented a strategy to avoid "star marketing" and emphasize the quality of its products. Last time in 2016, Lee Min-ho focused on the competitiveness of chicken itself without a brand model.
However, the reason why Kyochon Chicken recently used a celebrity model again is interpreted as a strategy to restore brand awareness and achieve a rebound in sales. Kyochon Chicken, once the "No. 1 in Budeong," fell to the third place in the chicken industry in sales last year, falling behind Genesis BBQ.
The franchise chicken industry's marketing offensive is also formidable. Recently, Yellow Tongdak selected actor Cha Eun-woo as a model, and Bhc is engaged in fierce marketing competition with actor Hwang Jung-min and national team player Shin Yoo-bin as models.
Meanwhile, Byun Woo-suk gained popularity with the tvN drama "Bounce With Sunjae," which aired earlier this year. Currently, he is active in more than 10 brand models including Ediya Coffee, Physiogel, and LG Standby Me.
Reporter Park Sun-young of Digital News Team
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