What did IU release for Chamisul?

On October 30, soju brand Chamisul published several new advertising photos of IU on its official channel. In the shots, she wears a white off-shoulder dress and holds a conch shell to her ear, while elsewhere she balances a book on her head or lightly holds a green bottle.

How long has IU worked with Chamisul?

IU was first chosen as a Chamisul model in 2014. After a break, she was re-cast in March 2020. She has now been with the brand for 12 years, which Sports Seoul describes as the longest-running model tenure in the liquor industry.

Why did Chamisul renew with her?

A brand official, as quoted by Sports Seoul, said the renewal reflects IU's trust and loyalty over many years. The official also said her clean and transparent image fits the identity the brand wants to project.

For international fans

Long partnerships are rare in the liquor industry, where trends change quickly and models are often replaced. IU is known internationally as a singer and actress, and this campaign extends a record-setting relationship with one brand.