In the heart of Yeouido, Seoul, a departnt store was bustling with activity. It was the opening day of a pop-up event for the renowned French luxury brand, Violl.
This year’s event was particularly special, celebrating Violl’s 10th anniversary of launching in Korea. The brand was showcasing exclusive, limited-edition clothing and products designed specifically for the Korean market.
Violl’s strategy involved tailoring unique offerings for each country it entered, though Korea had long been overlooked compared to others. However, with the rising influence of Korean culture globally, Violl had decided to shift gears, launching a major promotional campaign thed around Korea. This campaign extended beyond Korea to international markets as well, and the epicenter of this launch was today’s event at the Yeouido departnt store.
"Wow, actor Park Jungwoo looks amazing. I can’t even imagine what kind of life soone like him must lead."
"Focus on hanging it straight instead of staring."
"It looks perfect, doesn’t it?"
Since early morning, the departnt store’s façade had been adorned with advertisents announcing Violl’s pop-up event. Central to the display was a photo of Park Jungwoo, Violl’s ambassador and one of Korea’s top young actors.
Wearing the clothes Violl was showcasing for the event, Park Jungwoo epitomized elegance and luxury. Recently, he had beco synonymous with being "handso," to the point of becoming a regular .
"And the young woman next to him is quite stunning too."
The workers installing the advertisents couldn’t help but admire the woman standing gracefully beside Jungwoo in the central image. Though she wasn’t officially a Violl model, she seed perfectly paired with him.
While Jungwoo was the main focus of the campaign, this woman, despite having fewer photos and less spotlight, was impossible to overlook.
"Maybe that’s why she’s even more eye-catching."
Her most striking feature was her eyes, warm like a sunset with a reddish hue resembling ruby gemstones. They could have been intimidating, but instead, they drew you in like rays of sunlight.
"Is she an actress or an idol?"
"Hard to say. Just by her proportions, she looks like a model..."
The outfits featured in Violl’s campaign were modern hanbok-inspired designs. This gave the woman a serene and elegant appearance, reminiscent of a princess from a historical drama.
"She looks like a royal princess straight out of a sageuk."
"Right? That’s exactly what I was thinking."
"Sorry to say this about Park Jungwoo, but he looks more like a young scholar attending to the princess."
Regardless, the pair looked exceptionally well-matched. The woman’s delicate and modest appearance, rare in contemporary modeling, captivated the workers.
"That’s actress Ju Seoyeon."
One of the staff carrying leftover supplies casually ntioned it.
"What?"
"Excuse ?"
"Ju Seoyeon?"
The workers turned their attention back to the woman in the photo. Why hadn’t they recognized her earlier? Now that they looked again, it was unmistakably her. Soone that beautiful wasn’t easy to miss.
The ruby eyes, fair skin, and jet-black hair—her signature features.
"It really is her."
"Huh..."
The workers stared in awe at the photo. Ju Seoyeon, a na now synonymous with rising stardom.
This year, she gained prominence through her role as Cha Seoa in The Chaser, portraying a cold-blooded killer. While that image had been softened by her success in Sky Garden, even there, she played a composed and intelligent character far removed from the delicate elegance she exuded now.
"Isn’t she the one who rode the bear?"
"Yeah, I’ve seen plenty of s of her hitting the bear on the head."
"Before that, wasn’t she in a wilderness survival show?"
"And wasn’t she also in Star Fisherman?"
"She practically flew through the air in Hyper Action Star."
And then there was her variety show persona—spirited, endearing, and playful. Though her expression rarely changed, her emotions shone through, making her relatable and engaging.
To the public, Ju Seoyeon often ca across as a lively golden retriever. Recently, however, she’d gained a quirky reputation as a "4D girl" who rode and scolded a bear.
"Wow."
The workers, entranced by the photo, were reminded of a long-lost mory.
"Co to think of it, wasn’t Ju Seoyeon’s debut as Princess Yeonhwa?"
"Yes, yes! That’s what I was thinking too."
"If Princess Yeonhwa grew up, this is exactly how she’d look."
Princess Yeonhwa, a character from the beloved national drama The Moon That Hid the Sun, was portrayed by a young Seoyeon. Her performance, far beyond the expectations of a child actor, captivated the nation before she disappeared from the spotlight for ten years.
Looking at her now, it felt as if the little princess had returned, all grown up, leaving the workers gazing at her photo with nostalgia.
*****
At 10 a.m., the departnt store opened, and the crowd eagerly waiting for Violl’s pop-up event began filing in. Among them were influencers, YouTubers, and Instagram celebrities, all snapping photos of the store’s façade and sharing them online.
One of them was Hong Yerin, a luxury reviewer known for her lively personality. Streaming live, she gushed with excitent.
"Wow, Jungwoo oppa looks so amazing! I’d cry just to get his autograph."
Sa here 😭
So cute 😭😭😭😭
The departnt store is packed. Is Violl really that big of a brand?
They’ve had their controversies, but people still flock to their exclusive items.
Who’s the woman next to Park Jungwoo in the photo?
Yerin paused to focus on the woman in the ad, soone she had initially overlooked while admiring Jungwoo.
"Who is she? She doesn’t look like an ordinary model."
Not ordinary at all. That’s Ju Seoyeon.
LOL what?
Ju Seoyeon? The Bear Rider???
What are you even saying...
No way, Ju Seoyeon doesn’t look like that.
As more viewers pointed it out, Yerin leaned closer to confirm.
"Oh my gosh, it really is Ju Seoyeon! I didn’t recognize her at all."
LOL relatable!!!
Seoyeon unnie has always been adorable, but this is a totally different vibe.
Our Bear Rider grew up and beca a princess???
Yerin admitted she hadn’t expected this. Seoyeon, whom she genuinely admired for her powerful acting and incredible coback as a forr child prodigy, had completely transford.
"This image is so different from what we usually see."
The Seoyeon in the ad exuded a gentle, serene aura, contrasting sharply with her usual sharp, bold impression on TV.
I’m in my 30s... She reminds so much of her Princess Yeonhwa role.
That’s from The Moon That Hid the Sun, right?
OMG my parents loved that drama LOL.
Honestly, this feels like her true self. It suits her so well!
"Right? It’s such a perfect fit."
Yerin, in her mid-twenties, reminisced about watching the drama as a teenager.
"It’s like we’ve gone back in ti to when I watched The Moon That Hid the Sun after night study sessions with friends."
The hanbok-inspired Violl outfit only enhanced the nostalgic feel.
"Back then, we used to joke about how amazing it would be if the child actors playing Yoon Seil and Princess Yeonhwa reunited as adults for a project like this."
As unlikely as that dream was, the impression left by the two young actors had been profound, particularly their unforgettable performance in the first three episodes.
The photo in the ad seed to intentionally evoke that mory—the two figures bathed in the light of a setting sun, standing side by side.
By mid-morning, passersby couldn’t help but stop and admire the ad. Nostalgia washed over them as they gazed at the pair, transported back to a ti ten years ago.
*****
In the early morning at New Like Group's headquarters, Chairman Jo Seokhwan reviewed a video presented by his secretary. The footage showed crowds swarming the Yeouido departnt store operated by New Like, bustling with visitors for Violl’s pop-up event.
"It's quite crowded today. Ah, yes, today is the Violl pop-up event, isn’t it?"
"Yes, sir. And the response has been exceptionally positive, especially regarding..."
The secretary swiped through a series of photos, showcasing the departnt store's exterior adorned with advertisents.
"The ads on the departnt store’s façade are receiving particularly high praise."
"Ads on the façade, you say... Interesting."
Jo Seokhwan stroked his chin thoughtfully. He hadn’t expected to see her image there.
"When did Ju Seoyeon beco a model for Violl?"
"She’s not officially a model. The original model scheduled to shoot with Park Jungwoo had to back out, and Ju Seoyeon filled in as a substitute."
"A substitute?"
The thought of using soone of Ju Seoyeon’s caliber as a stand-in was remarkable in itself. Perhaps her schedule had coincidentally been open, or maybe she’d just been looking for sothing to do.
"Still, the reaction has been trendous. None of today’s reviews of Violl’s new products fail to ntion that ad."
"Is that so? Seoyeon certainly looks great in the photos, but..."
"It might be due to the nostalgia associated with The Moon That Hid the Sun. Many ntions of Princess Yeonhwa keep coming up."
Jo Seokhwan examined the photo again. The pairing of Park Jungwoo and Ju Seoyeon undeniably evoked a sense of nostalgia.
He hadn’t watched The Moon That Hid the Sun himself. Back then, he’d been consud by grief over his wife’s death, unable to enjoy movies or dramas.
"Co to think of it, I’ve heard GH Group is planning sothing big with Ju Seoyeon."
Wasn’t it called Mine? They seed intent on going all-in, even casting internationally renowned actors.
Whether it would succeed remained to be seen, but...
"Perhaps we should take a shot at it as well."
"Sir?"
"My daughter has been reading a certain novel. A modern story that seems perfect for this situation."
Incidentally, wasn’t that novel already being adapted into a drama?
‘The timing couldn’t be better.’
Jo Seokhwan rose from his chair. Ju Seoyeon was currently one of the most sought-after actresses. GH Group clearly understood that and was leveraging her while her montum was strong.
He’d also heard that one of GH’s executives had close ties with Seoyeon’s family.
"We might as well benefit from my daughter’s friend."
"Miss Seohee won’t be happy about this..."
"As a father, it’s natural to be disliked by one’s daughter. Just look at Ju Seoyeon’s father."
He recalled Seoyeon’s father from her appearance in The Golden Duckling.
‘Didn’t he deserve what he got?’
Though tempted to say so, the secretary wisely kept quiet, simply bowing slightly.
"It seems like a good idea, but perhaps we should wait to see the reaction tomorrow."
"Tomorrow? Why wait?"
"Violl plans to release the making-of video for the ad on their official YouTube channel at midnight tonight."
Jo Seokhwan let out a small laugh.
"Looks like they’ve sharpened their knives."
"The ad shoot must have gone exceptionally well for them to release it so promptly."
"If that’s the case, we shouldn’t wait until then."
Waiting could prove to be a mistake. In matters like these, speed was everything.
For now, only a few photos were circulating online. Discussions were limited to Instagram and so chatter among YouTubers.
The waves were still small. But once Violl officially released the making-of video, the impact would be exponentially greater.
By then, competitors would undoubtedly start vying for the "image Violl created with this ad." Having already lost out to GH once before, New Like couldn’t afford to repeat the mistake.
"Seohee ntioned that Ju Seoyeon’s schedule next year includes only one film."
"What about Mine?"
"That’ll wrap by the end of the year. I know the director—it’s a man who shoots at lightning speed."
"Ah, I see."
Jo Seokhwan stood and grasped the doorknob to his office. Turning to his secretary, he flashed a confident smile.
"Let’s make Ju Seoyeon’s 2025 schedule ours."
With that, he exited the office.
Later that evening, as the clock struck midnight, Violl released the making-of video for the ad. The results were imdiate:
[Violl Presents: "Park Jungwoo and Ju Seoyeon – Nostalgia Reimagined" Making-of Video]
[Views: 2,000,431]
Violl’s Korean hopage crashed under the sheer volu of traffic, overwheld by an influx of visitors.
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