Ricola names K-pop icon IU as Asia ambassador

Ricola has appointed singer, songwriter, actress and philanthropist IU as its newest brand ambassador across Asia. In a LinkedIn post, Raymond Mabasa, marketing VP, Asia, described IU as embodying “the balance between nature and performance.”

The official announcement on Ricola’s Facebook features a vibrant video of IU walking through a sunlit garden in a yellow dress, with the words “refreshing,” “soothing” and “natural” appearing on screen as she utters them. She then takes a piece of Ricola from a matching yellow box, pops it into her mouth, and sings “Ricola,” followed by a voiceover saying, “Ricola. Nice to meet you. Breathe in nature.”

Accompanying the video, the brand caption reads: “Introducing our new brand ambassador IU. From the Swiss Alps to the world, Ricola brings you refreshing moments made with our signature blend of Swiss Alpine herbs. Together with IU, we’re excited to share the natural goodness of Ricola as we begin this new chapter of our journey.”

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Central to her ambassadorship is a new campaign film. IU is first seen on a train, looking out the window and reflecting on her busy life. Seeking a moment of refreshment, she opens a box of Ricola Lemonmint and pops a candy into her mouth. The train transforms instantly: a bright garden blooms beneath her, and the scenery shifts from a Korean neighbourhood to the Swiss Alps.

IU’s appointment was teased four days earlier on Ricola’s Instagram, featuring a microphone and a female voice singing “Ricola”, prompting fans to guess the singer behind the voice.

IU follows Korean singer and actor Cha Eun-Woo, who was named Ricola’s Asia brand ambassador last year. Since his appointment, Cha has fronted multiple campaigns and promotions for various flavours, including 'Lemonmint' and 'Cranberry', as well as seasonal campaigns such as Valentine’s Day. Most recently, he appeared in campaigns for the new 'Apple Mint' candy and a limited-edition photocard package.

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