In today’s advertising world, where model turnover is high, maintaining a position for over four years is considered a long-standing model, but Hyeri couldn’t surpass the “three-year curse”.
Following Park Bo-young, Hyeri became the new face of Dong-A Pharmaceutical’s Panpyrin Q in December 2021. Wearing her signature polka-dot scarf and cheerfully saying “Stay warm and healthy”, she gained attention. However, last November, she had to pass her iconic cloth to Go Min-si. Despite her ongoing popularity after the buzz from the “Transit Love” controversy, why did she fail to renew her contract and lose to Go Min-si?
An advertising executive commented on January 10, “Both are charming, but ultimately, the success of their projects, mentions on SNS and overall traffic seemed to determine their fates.” After being chosen as the “Panpyrin Girl”, Hyeri participated in the drama “May I Help You?”, the variety show “HMLYCP” as well as the film “Victory”, but none of them performed well. The works aired on MBC and ENA had lackluster ratings of 4.0% and 0.5%, respectively, with minimal buzz. Even though Hyeri passionately promoted “Victory”, including stage greetings four weeks post-release, it only attracted 500,000 viewers.
In contrast, Go Min-si’s activities during the same period were notably successful. Although her role was small, she made an impression in director Park Chan-wook’s “Decision to Leave” and her film “Smugglers”, released in July 2023, dominated the summer box office with 5.14 million viewers. Additionally, her performance in Netflix’s dramas “Sweet Home” Seasons 2 and 3 and Netflix’s eight-episode series “The Frog” exceeded expectations, showcasing her acting prowess and aura.
The two also competed in variety shows. Hyeri appeared in Netflix’s “Agents of Mystery” alongside Lee Yong-jin and Karina last June. However, it was overshadowed by Go Min-si’s appearance in tvN’s “Jinny’s Kitchen 2”. Go Min-si’s portrayal of a hardworking and cheerful “golden intern” amid a demanding work environment significantly boosted her likability.
A veteran manager remarked, “Go Min-si’s breakthrough in recognition came from director Ryoo Seung-wan’s ‘Smugglers’, and her rise as an icon for Generation MZ was cemented by ‘Jinny’s Kitchen 2’. Collaborating with well-respected actors on variety shows also played to her advantage.” A casting director familiar with Go Min-si added, “Her easy-going and honest personality is her biggest asset. Observational variety shows have showcased that trait perfectly, leading to mutual success.”
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