BLACKPINK‘s Jennie is officially the new model for Chum-Churum soju, following in the footsteps of previous model Suzy!

Last month, an alleged insider shared rumors that BLACKPINK’s Jennie would shortly become the new face of Chum-Churum, Lotte‘s popular soju brand. Now, the rumors have been confirmed as true. On February 2, Lotte announced that Jennie is officially Chum-Churum’s latest endorser.

| Lotte

Becoming a soju model is one of the most prestigious and exclusive endorsement jobs for female celebrities in South Korea. It’s widely known that only the most popular idols and actresses with impressive visuals are chosen for the roles. Other soju endorsers, past and present, include IU (who models for Chamisul),


Apink‘s Naeun (who used to model for Joeun Day)

| Muhak

and Red Velvet‘s Irene (who used to model for Chamisul).


Before Jennie, the most recent Chum-Churum model was soloist and actress Suzy, who recently starred in the popular K-Drama Start-Up. Suzy drove up the brand’s sales and recognition for five years before Lotte named the BLACKPINK star as her successor.

| Lotte

Curiously, fans noted how the dress Suzy wore in her first Chum-Churum pictorial appears to be the exact same as the dress Jennie is wearing in her photos.

| Lotte

Other past models for Chum-Churum include Lee Hyori,

| Lotte

HyunA, Goo Hara, and Hyolyn.

| Lotte

Jennie’s new role with Chum-Churum coincides with the brand’s redesign, which saw the original label replaced with new, modern graphics. Previously, soju bottle labels typically featured a photo of the respective brand’s model on the back. However, new laws devised in late 2019 decreed that celebrities can no longer appear on liquor bottles in an effort to combat excessive drinking in South Korea.

| Lotte

In a statement on the new endorsement contract, Lotte revealed that they chose BLACKPINK’s Jennie because her “various charms” have made her an icon of the current generation. The brand went on to reveal that Jennie’s first full advertisement campaign and pictorial will be released in the near future.

BLACKPINK’s Jennie receives love from many in the public for her various charms and has taken the spot of this generation’s icon. Hence, we are anticipating her synergy more so with Chum-Churum.

— Lotte representative

This mark’s Jennie’s second solo endorsement role in the food and drink industry and her second role with Lotte. She’s also a model for the brand’s Air Baked snack line.

| Lotte