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[Sports Seoul | Reporter Jo Sun-woo] bhc announced on the 8th that it’s rolling out a new TV commercial for its first menu launch of 2026, Soy Garlic King, starring actress Han So-hee.
Built around a cheeky pun on the model’s name So-hee and the word “soy,” the ad opens with the bold line “the arrival of soy-garlic chicken that leaves no time for your hands to rest.” It playfully sells the product’s irresistible, addictive flavor.
The spot repeats a caption teasing, “So-hee reaches for it, and So-hee reaches again — Soy Garlic King,” grabbing viewers’ attention.
Vivid close-ups of the chicken and sauce maximize the product’s appetizing appeal. Han So-hee appears as a character with contrasting charms, perfectly showcasing both the Soy Garlic King Honey and Soy Garlic King Original flavors.
bhc will air the new TV commercial and short-form videos across major TV channels and digital platforms. The campaign will also include large out-of-home ads in high-traffic Seoul locations like Gwanghwamun and Gangnam Station, and placements during baseball broadcasts to broaden consumer touchpoints.
Released on the 26th of last month, Soy Garlic King Honey nails the “crispy outside, juicy inside” standard—combining honey’s sweetness with garlic’s sharp kick for an addictive sweet-and-salty garlic-soy chicken.
Soy Garlic King Original is a dry-style soy-garlic chicken that amps up the garlic flavor and the rich umami of soy sauce.
“We wanted this ad to leave a strong impression of Soy Garlic King with consumers,” a bhc spokesperson said. “With both Original and Honey in the lineup—plus a Sweet Garlic sauce—you get the fun of deciding whether to dip or drizzle.” blessoo@sportsseoul.com
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