Chum-Churum Soju Releases BLACKPINK Jennie's First Ad

After being announced as the new face of Chum-Churum, Lotte Chilsung has now released BLACKPINK Jennie‘s first ad for the storied soju label. Building on the promotional images that accompanied the announcement, the initial CF features lush mountain imagery and pure liquid that highlights the refresh for the brand with Jennie’s endorsement partnership.

The major partnership is just the latest in the YG Entertainment K-pop superstar’s long line of endorsements. Currently, Jennie Kim, affectionately dubbed “human Chanel” by fans, also handles duties as Chanel’s house ambassador.

Taking over duties from Suzy Bae of JYP Entertainment‘s Miss A, Jennie’s place as the new CF model for Chum-Churum marks a rebranding for the popular spirit name. Aside from updating its bottle design with a motif of water flowing through the foot of a mountain, Lotte Chilsung is also lowering the alcohol content from 16.9 percent to 16.5 percent for the first time ever.

Watch BLACKPINK Jennie’s first Chum-Churum Soju ad below.

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DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.

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