From U-Know Yunho to Wonbin: Eol Baksa Launches an All-Star SM Idol Lineup

Dong-A Pharmaceutical announced Tuesday that its energy drink Eol Baksa has signed Tohoshinki's U-Know Yunho, SHINee's Minho, and Riize members Eunseok and Wonbin as brand models for a new advertising campaign.

The campaign's defining feature is a mix-and-match lineup drawing members from different SM Entertainment groups to form what the company calls an unprecedented combination. Dong-A Pharmaceutical said the model selection was designed to mirror the brand identity of Eol Baksa itself — a "modisumer" product born from consumer-created recipes that younger generations have dubbed the ultimate blend.

The new advertisement takes a high-energy approach in keeping with the drink's positioning. The campaign features a remake of "Woori-neun," a signature track by legendary duo DEUX, reworked to resonate with younger audiences. All four models participated directly in recording the track and delivered a dynamic dance performance that captures the product's crisp, refreshing image.

Dong-A Pharmaceutical plans to use the campaign launch as a springboard to sharpen its age-segmented brand strategy. The company intends to reach teenagers through "Bakmajel," consumers in their 20s and 30s through Eol Baksa, and Generation X through Bacchus — building a comprehensive brand presence across all generations. The company also plans to expand consumer touchpoints by focusing on music festivals and other high-energy venues.

"We put together the most special combination of models and advertising to introduce Eol Baksa, a product born from a popular modisumer recipe," a company official said. "We hope the vitality Eol Baksa delivers helps everyone enjoy a refreshing summer despite the heat."

Eol Baksa contains 1,500 milligrams of taurine and three types of B vitamins. Since its launch, the drink has sold about 35 million cans in its first year on the market, establishing itself as a rising force in South Korea's energy drink sector.