Chong Kun Dang launches new ad campaign for Benpobel S, taps actor Heo Seong-tae

Chong Kun Dang is ramping up brand marketing for its high-dose active-vitamin product Benpobel S with the launch of a new advertising campaign targeting the adult fatigue-management market.

The company announced Monday that it has launched the campaign under the slogan "What you need right now is Benpobel S," built around the brand message of "vitality vitamins for adults."

Actor Heo Seong-tae was chosen as the campaign model. Known for his office-worker background and unexpected charm, Heo carries broad generational recognition that the company says will authentically represent the types of fatigue modern adults encounter in daily life — from after-work dinners and late-night overtime to the toll of aging.

The campaign video adapts "Shots," a globally popular track from the 2010s, to draw an intuitive contrast between nostalgic memories and the wear of everyday adult life. Chong Kun Dang plans to roll out the campaign primarily through major digital channels, including YouTube and Instagram.

The strategy — leading with the product's differentiated ingredients to carve out a distinct position in the supplement market, then pairing that with emotionally resonant digital marketing to drive purchase conversion — is seen as a core retail and marketing model powering growth in the company's over-the-counter segment.

Benpobel S is a high-dose active-vitamin supplement for adults aged 19 and older. It is the first product in South Korea to contain mecobalamin, an ingredient used in the treatment of peripheral neuropathy, and also includes bisbentiamine to support brain energy metabolism and benfotiamine to aid rapid physical fatigue recovery. The tablet further contains ursodeoxycholic acid (UDCA) at 60mg — the maximum level permitted under standard vitamin manufacturing guidelines — along with a compound formulation of taurine, methionine and orotic acid to support fatigue recovery associated with reduced liver function.

"We wanted to connect memories of the past with the realities of daily life today to build genuine empathy around adult fatigue," a company official said. "We will deliver a message that feels real and establish ourselves as the leading brand for adult fatigue management."