On December 12 KST, Pulmuone announced its selection of singer Lee Hyori as the exclusive model for the 'Pulmuone Earth Diet' campaign, a brand specializing in sustainable foods, including plant-based meat substitutes. This marks the first time since its founding in 1984 that Pulmuone has chosen a famous celebrity as its model.

Pulmuone stated that their decision to partner with Lee Hyori was based on the alignment of the Pulmuone Earth Diet, launched in August last year with the slogan 'For me, for the earth,' with Lee Hyori's values and image as she actively pursues a sustainable lifestyle.

As part of the campaign, Pulmuone plans to carry out various online and offline initiatives under the slogan 'Lee Hyori follows the Pulmuone Earth Diet.' Commencing on the same day as the announcement, Pulmuone's Earth Diet will be promoted through outdoor advertising at prominent locations in Seoul. Furthermore, starting in January, advertising videos and individual product promotions for the 'Pulmuone Earth Diet' brand will be launched.

Park Jong Hee, Brand Manager of Pulmuone Earth Diet, expressed, “Pulmuone has been committed to the sustainability of both people and the Earth as an organic food company. Through the Pulmuone Earth Diet campaign featuring Hyori Lee, we aim to enhance the brand's value and promote the sustainability of the Pulmuone Earth Diet. We are excited to share this message widely."