Korea’s Sweetheart: Shin Yu-bin Takes the Advertising World by Storm

National table tennis player Shin Yu-bin, affectionately known as ‘the nation’s little sister’, has been selected as the model for Dongwon F&B’s premium refrigerated grilled ham brand ‘Grillly’. Dongwon F&B announced on the 10th that Shin will be representing the brand, citing her passionate and charismatic personality as a perfect match for Grillly’s brand image.

The partnership aims to emphasize the rich meat and spicy flavor of Grillly’s products, with a concept centered around ‘the selection of national representative Shin Yu-bin’. A commercial featuring Shin will be released on the 13th, showcasing her training and various ways of enjoying open fire grilling in her daily life.

Dongwon F&B plans to release a series of follow-up videos, including interviews and behind-the-scenes footage, to further promote the brand and Shin’s partnership. An official from Dongwon F&B stated, “We believe that Shin’s exceptional skills and warm heart will create a synergy effect with the Grillly brand, and we look forward to growing Grillly into a national refrigerated grilled ham brand through various marketing activities with Shin in the future.”

Shin recently won a bronze medal in the table tennis mixed doubles and team event at the Paris 2024 Olympics, bringing a medal to Korean table tennis for the first time in 12 years. Her bright and cheerful personality, as well as her love for snacks, have made her a beloved figure in Korean sports.

According to the Korea Business Research Institute’s sports star brand big data, Shin currently enjoys peak popularity, ranking first in brand reputation among Korean athletes. She has also been selected as a model for other prominent brands, including BHC’s Binggrae Banana Flavored Milk and Chicken Spray.