Did Blackpink’s Jennie dethrone Bae Suzy as Korea’s ‘CF queen’? The K-pop idol and face of Chanel signed three more endorsements this year – that were all previously helmed by Suzy…

Apr 23 , 2021

Blackpink’s Jennie modelling for Dashing Diva, Hera and Chum Churum. Photos: @dashingdiva_official, @jennierubyjane/Instagram, Chum Churum

Jennie’s new contracts with soju brand Chum Churum, vitamin drink Vita500 and nail kit brand Dashing Diva all used to belong to the star of Netflix’s Start-Up

While Suzy’s appeal is her ‘nation’s first love’, girl-next-door image, Jennie’s look is trendier and more luxurious – and might appeal better to Gen Z

Calling K-pop star Jennie “popular” probably doesn’t do her justice. Besides being part of K-pop sensation Blackpink, which grabbed a Coachella performance and Netflix documentary before its fifth anniversary, Jennie was the first member of the girl band to make her solo debut, and is one of the most followed K-pop idols on Instagram.

She’s always been a darling when it comes to brand endorsements too. Within just two years of her debut with Blackpink, Jennie signed a deal with domestic contact lens brand Olens, followed by beauty brand Hera the next year. Some credit Jennie for transforming Hera’s image from a brand mostly favoured by middle-aged ladies to one that’s luxuriously trendy.

Jennie modelling for Hera. Photo: @herabeauty_official/Instagram

And her success with brand deals has only continued to grow. Of course, there’s her coveted spot as Chanel’s brand ambassador. But she also signed three more deals in the first half of 2021, and it’s these deals that really mark the start of her endorsement empire. Why? Each of these were previously helmed by actress Bae Suzy, who’s known as the “CF queen” in South Korea. So Jennie bumping Suzy off her throne proves just how influential the young star is.

However, Suzy and Jennie have radically different images: Suzy’s girl-next-door charm can certainly sell out products any day, but Jennie’s modern appeal might be more suitable for the growing Gen Z market.

Check out the three brand deals that Suzy and Jennie both took on below, as well as the stars’ differing promotional approaches.

Vita500

Vita500 is one of South Korea’s best-known energy and vitamin drinks, readily available at every convenience store. Jennie is the newest face of the brand, appearing in a commercial film and poster. This deal is special as Vita500 is a more family-friendly product, marketed as a drink suitable for all ages, and Jennie previously cultivated a trendy image almost exclusively.