EXO’s leader and actor, Suho, has announced his collaboration on a responsible drinking campaign across the Asia-Pacific region on the 28th. 

The new campaign will roll out in South Korea, Indonesia, Japan, the Philippines, Singapore, Taiwan, and Vietnam.

The campaign will highlight the importance of a moderated drinking culture through a song performed by Suho, a music video, and behind-the-scenes content. The slogan for the campaign is “Enjoy the Flow, Savour Every Moment,” emphasizing the enjoyment and appreciation of every moment.

Wilson Del Socorro, Diageo’s Corporate Relations Director for Asia-Pacific, stated, “Through this groundbreaking campaign with Suho, we aim to leverage the growing influence of K-culture in a creative way to encourage a larger number of adult consumers in the Asia-Pacific region to make more mindful choices and practice moderation.”

Conor Neiland, the representative of Diageo Korea, mentioned, “Diageo is committed to further developing its responsible drinking campaign, which aligns with the needs of the MZ generation that aspires for ‘value consumption’ and a ‘good life’, aiming to continue leading the creation of a healthy drinking culture.”