Dong-A E&S’s CEO Park Cheol-Ho Unveils Bold Brand Revamp for Oronamin C with Rising Star Actress Kang Mi-Na

South Korea’s beverage giant Dong-A Pharmaceuticals, better known for its flagship energy drink OroNAMIN C, has made a bold strategic move to rejuvenate its brand identity by partnering with one of the country’s most influential young actors, Kang Mi-na.

The announcement, confirmed by industry reports on June 2, 2026, marks the company’s first major celebrity endorsement campaign in over a decade. Dong-A Pharmaceuticals, led by CEO Park Cheol-ho, has tapped Kang Mi-na—whose recent roles in critically acclaimed dramas and blockbuster films have cemented her as a cultural icon among Gen Z—to become the new face of OroNAMIN C. The collaboration is framed as part of a broader rebranding effort to align the product with the dynamic energy and vitality of younger consumers.

Kang Mi-na, whose career has seen a meteoric rise since her 2023 breakout in the hit series Moonlit Fantasy, brings a fresh, youthful energy that Dong-A Pharmaceuticals aims to mirror in its marketing. The company’s decision to pivot away from its traditional sports and fitness-focused campaigns toward a more lifestyle-oriented approach reflects a broader industry trend of leveraging celebrity endorsements to tap into niche audience segments. Industry analysts note that the move is particularly significant given the declining market share of traditional energy drinks in South Korea, where health-conscious alternatives and functional beverages have gained traction.

While Dong-A Pharmaceuticals has not yet disclosed the scope of the campaign—including potential ad placements, social media integration, or product line expansions—the partnership is expected to launch later this year. Kang Mi-na’s involvement is likely to extend beyond traditional advertising, with plans for interactive content, limited-edition product collaborations, and possibly even a branded digital series or short film.

The choice of Kang Mi-na as the brand ambassador is not without precedent. In recent years, South Korean beverage companies have increasingly turned to entertainment industry figures to revitalize aging brands. For example, the energy drink Burn rebranded in 2025 with a campaign featuring actor Lee Jung-jae, while Monster Energy’s Korean subsidiary launched a series of collaborations with K-pop idols to target younger demographics. Dong-A Pharmaceuticals’ strategy aligns with this trend, though its decision to focus on a single, high-profile actor rather than a group dynamic sets it apart.

For Kang Mi-na, the endorsement represents a rare foray into commercial partnerships outside of her acting career. While she has previously been involved in charitable campaigns and limited-time brand activations, this marks her first long-term association with a major consumer product. The move underscores the growing intersection of entertainment and commercial branding in South Korea, where celebrities increasingly serve as cultural arbiters for younger audiences.

Industry observers suggest that the campaign’s success will hinge on its ability to resonate with Gen Z consumers, who prioritize authenticity and shared values over traditional advertising tactics. Dong-A Pharmaceuticals has signaled its intent to avoid overtly commercial messaging, instead emphasizing themes of creativity, resilience, and youthful exuberance—qualities that Kang Mi-na’s public persona embodies.

The announcement has already sparked conversations in South Korea’s entertainment and business circles. While no official statements have been made regarding the campaign’s creative direction, early buzz indicates that the partnership may include a series of behind-the-scenes content showcasing Kang Mi-na’s daily life, further blurring the lines between celebrity and consumer culture.

As Dong-A Pharmaceuticals prepares to roll out the campaign, the company faces the challenge of maintaining the momentum of its rebranding efforts in a competitive market. With health trends continuing to evolve and consumer preferences shifting toward transparency and sustainability, the partnership with Kang Mi-na may serve as a litmus test for whether traditional energy drink brands can adapt to the demands of a new generation.

For now, the focus remains on the announcement itself: a high-profile collaboration designed to inject new life into a brand that has long been a staple in South Korean households. Whether this strategy will translate into measurable growth remains to be seen, but one thing is clear—Dong-A Pharmaceuticals is betting big on Kang Mi-na’s star power to redefine the future of OroNAMIN C.