K-pop Icon, Lee Hyo-ri, Revives Commercial Engagements with Lotte On Collaboration

A teaser poster for Lotte On's advertisement campaign with singer Lee Hyo-ri [LOTTE ON]

K-pop icon Lee Hyo-ri, known for her principled stance on brand endorsements, has made a notable return to the advertising world after more than a decade. Internet shopping platform Lotte On recently unveiled a teaser video for their upcoming campaign featuring the singer, marking her first commercial appearance since 2011. In the video, Lee Hyo-ri dons a red jacket, exuding a vibrant smile while holding a mobile device—a tantalizing glimpse into the forthcoming campaign that has already amassed nearly half a million views as of Thursday.

Lotte On expressed that their collaboration with Lee Hyo-ri aims to convey a message of fulfilling shoppers' desires and fantasies through their platform. Strategically targeting women in their 30s to 40s, the campaign underscores Lotte On's dedication to enhancing brand reputation and solidifying its status as a premium retailer. The campaign is set to launch on October 16 across social media and online platforms.

In 2011, Lee Hyo-ri, an ardent animal rights advocate, declared her intent to abstain from endorsing products and companies that contradicted her values. However, in a July Instagram post, she revealed her willingness to partake in advertisements again, prompting a flurry of interest from numerous companies vying for her involvement in their campaigns.

Lee Hyo-ri's decision to reenter the endorsement sphere stems from her desire to accrue funds for charitable donations, as expressed during an appearance on comedian Shin Dong-yeop's YouTube channel. Simultaneously, she is preparing for the release of her digital single "Hoodie E Banbaji" on October 12, showcasing her enduring charm amid evolving times, as stated by her agency Antenna Music. This new chapter signifies a multifaceted approach for Lee Hyo-ri, rekindling her presence not only in the advertising realm but also in her musical endeavors.

Sayart.net 

Blue YIM, yimyoungseo1010@naver.com