Lotte Chilsung's choice of a widely followed idol in their early 20s, who holds substantial sway over teenagers, as the ambassador for their new beer 'KRUSH,' has reignited debates about using young idols in alcohol advertisements. This issue has been a sensitive one in the beverage industry, primarily due to worries about encouraging underage drinking. Alongside these industry discussions, there is also an active debate in parliament about potential legislative measures related to this matter.

According to industry sources, on November 15, Lotte Chilsung chose aespa's Karina, who is 23 years old) as the model for the new product KRUSH, set to be released on the 21st of this month.

The decision by Lotte Chilsung to select a popular idol among teenagers as the model for the new beer product 'KRUSH' has raised various discussions in the industry. In the past, there has been criticism that advertisements featuring idols and popular entertainers considerably influence young people.

Lotte Chilsung has adopted a distinctive approach compared to industry norms, where companies like OB Beer and Hite Jinro typically avoid using idols under 24 or those with significant teenage fanbases in their alcohol advertising.

While not violating any laws, Lotte Chilsung's decision to appoint Karina as the face of their beer advertisement has sparked debate reminiscent of past controversies. Under the Youth Protection Act, individuals aged 19 and above are legally permitted to feature in alcohol advertisements. However, this practice has been contentious. A notable instance occurred in 2015 when 22-year-old singer IU was chosen as the face of Chamisul Soju, which led to legislative discussions about the so-called 'IU Law.' 

This proposed law aimed to raise the minimum age for appearing in alcohol ads to 24 years. Despite the intent, the proposal met with criticism for potentially violating the constitutional right to freedom of occupational choice. Consequently, it has remained pending in parliament for a considerable time and has influenced the framework of the National Health Promotion Act.

While the existing laws permit individuals aged 19 and above to feature in alcohol advertisements, the alcohol industry has voluntarily adopted more stringent standards. To avoid influencing teenagers, companies such as OB Beer and Hite Jinro typically choose models who are over 24 years old for their alcohol-related marketing campaigns. This practice reflects a conscious effort by these companies to act responsibly and consider the potential impact on younger audiences.

An official from OB Beer stated, "Regardless of age, we refrain from using young friends who are popular among teenagers as advertisement models, as they could potentially influence underage drinking." The official also mentioned that the global headquarters restricts the age of alcohol advertisement models to 25 and above, aligning with the selection of models over the age of 24 in Korea.

A representative from Hite Jinro also commented, "Alcohol advertisements are limited in terms of airtime, so they are not targeting teenagers. We consider various factors when selecting advertisement models."

Meanwhile, Lotte Chilsung articulated their rationale behind selecting Karina as the face of their KRUSH beer. The decision aligns with their marketing strategy, targeting the MZ generation and young adults. Karina, a popular idol among these demographics, was chosen for her vibrant and fresh image, coupled with her strong appeal to the youth audience.

Despite the ongoing debate within the industry, Korean netizens have expressed differing views. Many point out that Karina is well above the legal drinking age, arguing that her role as a model for an alcoholic beverage should not be a matter of concern.

K-netizens commented, "It should be fine since she's an adult...there are so many things on YouTube and broadcast programs with people drinking and more. Karina is already 23," "Karina doesn't give off a very young image so it should be fine," "This would be an issue if the idol just became of legal age but she's 23. Are they joking? This doesn't even have legal issues," "Why are they making issue with this if it's not even illegal?" "What's the issue? She's well above the legal age to drink," "I don't think this matters unless the model is under the legal age to drink," "This is such nonsense," and "I think this issue will keep arising everytimes a new female idol is chosen as a model for alcoholic beverage."