Lee Hyori Signs 9th Contract with the "Chum Churum" Soju Brand

On May 2, Lotte Liquor announced that they will be renewing their contract with Lee Hyori to endorse Soju brand “Chum Churum.” (Roughly translated to “Like the first time”) This is the 9th contract to be signed between the two parties and Lee Hyori’s 5th year as a model for “Chum Churum.” 

Lee Hyori first signed a contract with Lotte Liquor in 2007. With the renewed term, Lee Hyori is breaking her own record as the longest-run Soju brand endorsement model once again. Lotte Liquor explained that they decided to renew the contract once again because they highly value Lee Hyori’s double-edged image as a sexy popular singer as well as easy to approach, down to earth entertainer. Moreover, Lee Hyori has made a significant contribution to the brand image of “Chum Churum” in the past five years. 

An official from Lotte Liquor commented, “‘Chum Churum’ and Lee Hyori has been sporting the best chemistry in the past five years. We are expecting another ‘Hyori-effect’ to sweep the market.”