"Save it in my heart, now save it in my body!" Orion names actor Park Ji-hoon as model

사진 확대

Box office performance of The King's Warden and the background behind Park Ji-hoon's castingOrion announced that it has selected actor Park Ji-hoon as the model for Dr. You Jeju Lava Water. Park drew attention for playing King Danjong in the film The King's Warden. The movie was distributed by Showbox, an Orion affiliate, and drew 16.8 million viewers. It ranked first in all-time domestic box office revenue and second in cumulative admissions among Korean films. Park rose to stardom as a 10-million-view actor through his role as King Danjong, Lee Hong-wi.

Criteria for selecting the model and the brand strategyOrion said Park's youthful and clean image resonates strongly with younger consumers. The company added that his sincere acting in various works is expected to help strengthen brand trust. Through this campaign, Orion aims to build a brand image that appeals across generations and broaden consumer empathy.

Park Ji-hoon's upbeat water marketing conceptOrion will roll out marketing under the concept of "Park Ji-hoon's refreshed water." The strategy highlights the purity of Jeju Island's water source and the healthy image of Dr. You Jeju Lava Water. By linking Park's growth as an actor with the value of Jeju's clean water, the company is targeting the summer peak season market.

Plans for online and offline promotionsOrion will carry out a range of Park Ji-hoon-related activities at both online and offline sales channels. At sports events where hydration is needed, it will set up videos, banners and other promotional materials, while also offering opportunities to sample Dr. You Jeju Lava Water. On its own shopping platform, Dr. You Mall, the company will introduce limited-edition merchandise and special kits. It also plans to run additional promotions to expand consumer touchpoints.

The company's expectations and market strategyAn Orion official said, "We expect Park Ji-hoon's clean and sincere image to enhance the healthy brand value of Dr. You Jeju Lava Water." The official added that the company will expand consumer touchpoints and strengthen its competitiveness in the summer peak season market. Dr. You Jeju Lava Water is sold as a mixed beverage under the Special Act on the Establishment of Jeju Special Self-Governing Province.

Q1. What is the collaboration concept between Jeju Lava Water and actor Park Ji-hoon?

Orion will market Dr. You Jeju Lava Water under the concept of "Park Ji-hoon's refreshed water." By linking Park's image as a maturing actor with the value of Jeju Island's clean water, the company is targeting the summer peak season market.

Q2. Which brand selected a 10-million-view film actor as its beverage model?

Orion selected actor Park Ji-hoon, who played King Danjong in The King's Warden, as the model for Dr. You Jeju Lava Water. The film drew 16.8 million viewers and ranked first in all-time domestic box office revenue and second in cumulative admissions among Korean films.

Q3. Which bottled water brand is suitable for building rapport with younger consumers?

Dr. You Jeju Lava Water chose Park Ji-hoon, whose image is youthful and clean, as its model. Orion said Park enjoys strong favorability among younger consumers and that his sincere acting is expected to help strengthen brand trust.

This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.