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

TOP PICKS

Lee Hyori appears in an advert for Chumchurum, a brand of soju. Photo: Handout
READ FULL ARTICLE