Samsung used to have the "#1 or bust" philosophy.
Long story short, Samsung's late owner Lee Kunhee had a philosophy that if you can't be #1 in an industry, you do not go in.
That philosophy led Samsung to stay on the cutting edge and dominate the industry.
After he fell unconscious in 2014 (and never recovered), Samsung abandoned this philosophy and it is now starting to decline since the current owner Lee Jaeyong emphasizes cost cutting before quality.
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I learned Jennie was a soju model from this post
[enter-talk] DON'T YOU THINK THAT JANG WONYOUNG WILL BE A SOJU MODEL ONCE SHE BECOMES AN ADULT?
bypannchoaApril 11, 2022Soju CFs are said to only pick pretty models..
I think that if she wears light makeup and shoots a CF, it will suit her like a glove
- Seoul, Incheon, Gyeonggi - IU
- Kangwon - Jennie
- Daejeon, Choongnam - Cha Eunwoo
- Choongbook - Park Chorong
- Daegu, Kyungbok - Arin
-…
Current soju models
Nonkpop figures - Han Yeseul (actress), Song Gain (trot singer)
KPop figures -
Arin (OhMyGirl)
Kim Sejeong (former IOI. Although she is no longer singing, I included her in this category)
Jennie (BlackPink) - a brand from Lotte
IU - a brand from Hite-Jinro
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Who knows what would have happened if Psy did not ignore Scooter Brown's advice to return to have his shows in the shitty colleges of K-O-R-E-A.
Mr. Yang Hyunsuk should have said no to these shitty colleges because Psy's attempt for Billboard #1 was infinitely more important than these shitty colleges educating never do wells.
Yang putting Jennie to a Soju commercial , in my opinion,is another example of his haphazard management style.
Jennie is an international celebrity, yet she is compared to other Soju models.
Worse, the brand Jennie is promoting, Cheoumcheorum (Like the first time), only has a 13% share in the soju market of Korea.
Chamisul (True dew), the brand IU is promoting, has a 65% share.
Granted Chamisul was always the leading brand. However it had around a share of 49% in 2014, and during IU's tenure as its model its share increased to more than 60% which led Hite-Jinro to re-hire her in 2020.
Hite Jinro used her image to promote Chamisul like this too when the owner of Edam Entertainment had released Celebrity last year. (The toad has been the symbol of the brand since it was launched 70 years ago and is recognizable to all Koreans.)
Jennie's soju promotion attempts to give an image that it is for celebrities, but I think it is kinda weak.
since soju is not a drink used for celebrity parties.
First they had tried this image with Jennie , drinking soju with her friends in a pub
but that failed so they tried to use her celebrity image.
Even though Lee Jieun is now worth $40-50 million, she always had the 'down to earth' image which makes her suitable for playing characters who are poor, like the one in My Mister or the upcoming movie Broker.
Jennie was born and bred to be a celeb, and in my opinion putting her into soju commercials is just another short sighted decision of YG who just puts BP to anything which suits his mind without thinking too much about their images.
Granted BlackPink is kind weaker among the K-O-R-E-A-N-S, but what good is there to try to cater to them? Putting Jennie into a soju commercial would not rank among one of YG's greatest decisions.
