Actor Won Bin and Lee Nayeon's husband and wife, very unfortunate news... ”There is no special reason”

The Maxim TOP brand, modelled by actor Won Bin, replaced its model for the first time in 16 years. Won Bin has taken on the role of advertising model since the launch of TOP in 2008 and made catchphrases such as 'If you were just coffee, this person would be TOP' go viral.

Dongseo Foods released a new advertisement featuring Hong Kyung and Lee Jae In on the 9th via YouTube. Hong Kyung and Lee Jae-in, born in 1996 and 2004 respectively, are the so-called 'MZ celebrities'.

Dongseo Foods already announced in April that it had not re-signed Won Bin. Won Bin has been in a 14-year gap after appearing in the 2010 film Ajosi.

Prior to this, Dongseo Foods also replaced Won Bin's wife Lee Na-young with actor Park Bo-young as the advertising model for Maxim Mocha Gold for the first time in 24 years.

The industry regards this change of long-life model as a change in marketing strategy to aggressively capture the MZ generation of consumers.

As for why the company did not re-sign Won Bin and Lee Na-young, Dongseo Foods said, "There is no special reason" and added, "Both of you have played a very important role during this period. The company is very grateful to both of you."