The global beer brand Budweiser selected K-pop star ‘Hyo-rin’ as the brand ambassador to promote its ‘Be a King’ campaign in Korea.

Budweiser’s campaign video with Hyo-rin will roll out through the Budweiser’s official Instagram starting from May 10.

The main theme of the campaign lies on ‘tattoo’, which has emerged as a means of self-expression but is still faced with negative societal perception in Korea.

In the video posted on Budweiser’s Instagram, Hyo-rin introduces her own experience of having a tattoo to cover up the surgical scar carved on her abdomen. “I have spent a considerable amount of time before getting my belly tattooed for two reasons: first, it is permanent and second because of the negative views towards the tattoo” highlighted Hyo-rin, in the close-up interview. "I wish tattoo to become more socially accepted as one way of lifestyle as it is a choice that one has made for oneself” she added. Hyo-rin is known as an artist who has gained her confidence back after getting her belly tattooed to cover up the scars created in the process of treating childhood cancer.

“The purpose of getting a tattoo varies depending on the individual- one may choose to get a tattoo to cover up the scars from accidents or surgery, to keep a special memory on the body” said a brand manager from the Budweiser. “Be a King campaign aims to deliver Budweiser’s value of freedom, challenge spirit, and passion to young consumers by using a tattoo, which recently has risen as a channel to express one’s individuality” he added.

Budweiser also features interview clips highlighting ordinary people who have a tattoo on their bodies through social media. Posted three times a week since mid-April, the videos features a total of twelve people from different fields with tattoos on their body. The film introduces interviewers’ motivation for getting a tattoo and the meaning behind the illustration.

Announced earlier this year, ‘Be a King‘ campaign delivers a powerful statement of encouragement and confidence to the audience to challenge stereotypes and seize the opportunity to shine. The campaign bolsters encouragement to those who share the same value with Budweiser- ‘freedom’, ‘challenge spirit’, and ‘passion’.

Budweiser also showcases a unique exhibition ‘Tattoo, the bold reinterpretation of FREEDOM and ART’, themed on the tattoo from May 10. The exhibition provides the opportunity for the audience to enjoy and accept a tattoo as ‘art’ by adding various multimedia elements such as sound clips, videos, and UV lights. A limited edition can created in collaboration with the tattoo artist is also available in the exhibition site.