Lotte Chilsung Unveils New ‘Saero’ Ad Campaign, ‘Sajatbap’ Edition

Lotte Chilsung Beverage has unveiled a new animated advertisement for its zero-sugar soju ‘Saero,’ titled ‘Sajatbap.’

The latest installment expands the story of ‘Saerogumi,’ a character whose thousand-year connection spans past and present lives, into the world of the afterlife. The ad introduces new characters, including the Grim Reaper and King Yeomra, while reinterpreting settings and motifs from Korean folklore through the Saero brand story.

The video begins with a Grim Reaper arriving to collect the soul of Yeogumi, who was given a new life 1,000 years ago through the sacrifice of Namgumi. To protect Yeogumi, Namgumi serves the Grim Reaper ‘sajatbap’ and Saero. Sajatbap is a meal traditionally offered to the Grim Reaper at a funeral as part of a ritual to summon the spirit of the deceased.

The Grim Reapers become captivated by the taste of Saero and continue drinking late into the night, ultimately failing to take Yeogumi’s soul.

While drinking with Namgumi, the Grim Reapers introduce Saero’s characteristics, referring to its use of distilled Korean rice spirit and amino acids.

Later in the video, King Yeomra appears after becoming frustrated with the situation. However, after tasting Saero himself, he responds with unexpected enthusiasm. He then orders, “Distribute Saero in the afterlife as well,” creating a contrast between his stern demeanor and his unexpected fondness for the drink.

Actor Cha Seung-won provides the voice of King Yeomra, while actor Cha Woo-min lends his voice to Namgumi.