Suzy Hands The Baton Over As Chum Churum's Model To BLACKPINK's Jennie

Former Miss A member Suzy is officially concluding her days as Chum Churum‘s endorsement model and she is handing her baton over to another gorgeous female idol.

For the past four years, soju brand Chum Churum has been promoting with Suzy as their endorsement model. She brought an elegant and feminine charm to the Lotte Liquor brand — but with her contract expiration back in November, it seems that her time with the company is over. To switch things up, the company has changed their model from Suzy to BLACKPINK‘s Jennie.

The BLACKPINK member draws a different crowd than did Suzy, which could mark a new chapter for the soju brand. With the alcohol content lowering from 16.9% to 16.5% and with the endorsement model changing as well, Chum Churum is set for quite the makeover! Jennie is known for her duality, having the incredible ability to give off both cute and sexy vibes. That said, fans are curious to see what she will bring to the iconic soju brand.

The newly lowered 16.5% version of Chum Churum began its production in January 2021 and will start to be sold in stores starting February. This is the first time in 14 months that the soju company has made alternations to their brand. The company has come out stating that the reason they decided to lower their soju alcohol content was due to the increase of people drinking alone at home.