"I Won't Do It, Minix Will"... AtHome's Minix Ends the Stress of Food Waste Disposal
Athome
" Yoon drew attention after saying on a YouTube variety show that he regularly uses a Minix food waste disposer.
Minix said it chose him as its first brand model because his familiar and trustworthy image, which appeals to a wide range of generations, aligns well with the brand's identity.Key message of the "I Won't Do It, Minix Will" campaign The core message of the campaign is "I Won't Do It, Minix Will.
" It focuses on empathizing with the inconvenience and stress consumers repeatedly experience when collecting, storing, and taking out food waste, while highlighting the brand's value in solving those problems.
The strategy is to deliver, in an intuitive way, a brand experience that makes everyday life more convenient beyond product performance alone.
Channels and content lineup for the campaign film release Built around Yoon Kyung-ho's warm and approachable charm, the campaign film captures the sense of relief and satisfaction that comes with food waste disposal in a lighthearted way.
It will be released from July 15, 2026, on Minix's official YouTube and Instagram accounts, as well as major OTT and digital channels including Netflix, TVING, and Naver.
Specifications of Yoon Kyung-ho's actual product, the Minix The Plender MAX The Minix The Plender MAX, the product Yoon Kyung-ho actually uses, is a food waste disposer that can process up to seven to eight servings, or about 1,700 grams, of food waste using high-temperature drying and powerful grinding technology.
It effectively reduces volume and lowers odor and hygiene concerns.
The device features an automatic processing function, a display that lets users check processing time at a glance, and a compact one-span design that improves space efficiency.
It can process up to 500 grams of food waste in about two hours, enhancing convenience.
The Plender's market share and cumulative sales With The Plender as its flagship product, Minix captured a 30% share of the domestic food waste disposer market in 2025 based on sales volume, less than two years after launch, ranking first in the industry.
Cumulative sales have surpassed 550,000 units, and the brand has established itself as a leading food waste disposer brand in South Korea through steady consumer demand.
**Based on NIQ Korea sales data (GfK Panelmarket), from January to December 2025, nationwide offline and online retailers, excluding Jeju Island Future brand marketing plans Starting with this campaign, Minix plans to expand its contact points with consumers by rolling out a range of digital content, consumer participation events, and online and offline marketing activities.
The company aims to strengthen its brand competitiveness by consistently showcasing how food waste disposers change everyday life and the overall brand experience.
Minix's brand direction centered on familiarity and trust A Minix representative said, "We selected actor Yoon Kyung-ho, who has actually used Minix, as our first brand model in order to communicate more sincerely with consumers.
" The representative added, "Through the meeting between the industry's No.
1 brand and actor Yoon Kyung-ho, who is loved by a broad range of generations, we plan to connect with customers more familiarly and continue offering diverse brand experiences.
" Who: Minix, the home appliance brand operated by AtHome, and actor Yoon Kyung-ho When: July 15, 2026 Where: Minix's official YouTube and Instagram, and major OTT and digital channels including Netflix, TVING, and Naver What: Selected actor Yoon Kyung-ho as the first brand model and unveiled the new brand campaign "I Won't Do It, Minix Will" How: Produced and released a campaign film that captures the sense of relief and satisfaction that comes with food waste disposal, based on Yoon Kyung-ho's friendly charm Why: To intuitively convey the brand's value and experience by empathizing with the inconvenience and stress consumers face when collecting, storing, and taking out food waste Q1.
What are the specifications of the Minix The Plender MAX food waste disposer? The Minix The Plender MAX is a food waste disposer that processes up to seven to eight servings, or about 1,700 grams, of food waste using high-temperature drying and powerful grinding technology.
It can process up to 500 grams of food waste in about two hours, and its automatic processing function, processing-time display, and compact design improve convenience.
Q2.
Which company is launching a campaign in the food waste disposer market by selecting an actor as its brand model? Minix, the home appliance brand operated by AtHome, has selected actor Yoon Kyung-ho as its first brand model and will unveil the "I Won't Do It, Minix Will" campaign.
Yoon previously said on a YouTube variety show that he regularly uses a Minix food waste disposer.
Q3.
Which product ranked first in market share in South Korea's food waste disposer market? Minix's "The Plender" captured a 30% share of the domestic food waste disposer market in 2025 based on sales volume, less than two years after launch, ranking first in the industry.
Cumulative sales have surpassed 550,000 units.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
