HL D&I Halla launches 2026 ad campaign for Efete residential brand

HL D&I Halla is rolling out a new advertising campaign for its residential brand Efete as the brand enters its third year since launch.

The company announced Wednesday that the 2026 Efete campaign will center on the tagline "You've got to live in Efete."

Efete is HL D&I Halla's in-house residential brand. Since its launch, the company has expanded its supply base primarily across Seoul and the greater metropolitan area, including Mapo in Seoul and Yongin and Icheon in Gyeonggi Province.

The campaign departs from the conventional apartment advertising format, focusing instead on conveying Efete's distinctive lifestyle and product strengths in a more sensory way. The company said the ads reflect the residential values of younger generations who view their homes as spaces for expressing personal taste and lifestyle.

Actor Im Si-wan, Efete's exclusive brand model, appears in the campaign. It comprises three installments: "AI House," introducing AI-based smart residential services; "Multi Space," highlighting spatial efficiency through kitchen-focused design; and "Efete Air Care," showcasing the brand's air purification system.

The ads will roll out sequentially from July through September across major broadcast and cable television channels. They will also air on digital platforms and online channels, including Tving and YouTube.

HL D&I Halla said it is continuing to advance its residential technologies, including AI-based smart home services and air purification systems. The company plans to drive further product innovation through user-centered spatial design and stronger design competitiveness.

In the second half of this year, the company plans new supply in key areas of Seoul and the greater metropolitan area, including a mixed-use development project in the Donuimun District 2 zone in Seodaemun-gu, Seoul. It aims to strengthen the Efete brand's competitiveness at prime locations going forward.

"Efete, now in its third year since launch, is growing into a brand loved by customers through its differentiated technology," a company official said. "We plan to continue strengthening Efete's competitive edge through ongoing technology development and innovative design."