Korea Otsuka Pharmaceutical has named actor Chae Won-bin as the new face of its health snack brand SOYJOY and released a new ad campaign titled, “A snack you can feel confident about — in your mouth and in your body.”
The company said the ads highlight SOYJOY’s brand identity — “enjoy nutritious soy” — and aim to ease the sense of guilt some consumers feel when eating snacks, encouraging them to choose a healthier option in everyday life.
A SOYJOY official at Korea Otsuka Pharmaceutical said Chae’s “trustworthy and healthy image” aligns with the brand’s values and is expected to create “good synergy.” The official added that the company plans to expand consumer touchpoints through a range of brand activities with Chae.
SOYJOY, first launched in June 2024, has continued to grow as the “healthy pleasure” trend spreads, the company said. It currently comes in eight flavors. Each bar uses about 35 soybeans, is baked without flour, and is positioned as high in protein and dietary fiber.
The product is sold through major online shopping sites and nationwide channels including convenience stores, big-box retailers, supermarkets and Olive Young.
* This article has been translated by AI.
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