Shinhan Financial Group has named actor Park Bo Gum as its new brand ambassador. The move marks a return to the major financial brand for the beloved star, who previously modeled for Shinhan Bank in 2019.
The company kicked off its new campaign on September 5th with an introductory video on its official YouTube channel, and has since released a making-of film.
In his introduction, Park Bo-gum shared his excitement, saying, “I am delighted to greet you as the new model for Shinhan Financial Group. Just as Shinhan warms the world with its finance, I hope to deliver happy stories that can bring strength and smiles to your daily lives.”
Shinhan cited Park’s “wholesome and trustworthy image” as the primary reason for his selection, stating he is a perfect fit to communicate the “trust” that is essential for a financial company.
It comes after Shinhan stopped running advertisements featuring Kim Soo Hyun earlier this year. The campaigns were pulled in March following a massive scandal surrounding his past personal life. The actor had been appointed in 2023 as the company’s first-ever ambassador for the entire brand.
Park Bo Gum’s new contract is reportedly for a two-year period. He previously modeled for the company’s banking app, SOL, for over a year before his military enlistment in 2020.
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