Lee Hyori appears in an advert for Chumchurum, a brand of soju. Photo: Handout
K-pop alcohol ads face ban in South Korea amid rise in underage drinking
- IU, Lee Hyori and Irene from Red Velvet have all previously lent their name and fame to promoting popular soju brands Chamisul or Chumchurum
- But as the health ministry eyes with concern a rise in female and underage drinkers, such multimillion-dollar endorsement deals could soon be history
Topic |
South Korea
Lee Hyori appears in an advert for Chumchurum, a brand of soju. Photo: Handout