■ Company will act as a haegeum promoter, disseminating education on haegeum and supporting performers

■ Haegeum Workshop Event by Whoo to be held at the old residence of former ROK president Yoon Bo-seon in Seoul on March 8

■ Whoo spokesmodel Lee Young-ae and haegeum performer Kkotbyeol to be appointed as honorary ambassadors on March 8

▣ Whoo, LG H&H’s royal court brand available through a department store channel, will launch a haegeum marketing campaign that sponsors haegeum, a traditional Korean musical instrument.

▣ When Whoo was launched in January 2003, it drew attention as it introduced `后`, a Chinese character borrowed from an image of haegeum, as its brand name. Since then, it has continued to grow as a royal court concept-based premium cosmetic brand.

▣ Therefore, Whoo has a plan to contribute to popularizing haegeum, which is re-interpreted today in a modern way, and raise the awareness of Whoo, a royal court brand, as well.

▣ First, Whoo will establish relations with the Seoul Metropolitan Traditional Music Orchestra and sponsor various activities by Kkotbyeol, a haegeum performer, and other haegeum masters.

▣ In an effort to broaden the popularity of haegeum, the company will purchase haegeum and hold haegeum classes over 100 times a year to publicize haegeum to a broad range of customers. It also plans to extend active support to haegeum concerts or haegeum-related creative work.

▣ At the Haegeum Workshop Event by Whoo scheduled on March 8, Lee Young-ae, the spokesmodel for the Whoo brand, Kkotbyeol, a haegeum performer and Kim So-hyun, a musical actress starring in musical Daejanggeum will be appointed as honorary ambassadors to promote haegeum.

▣ In addition, the event will create a unique atmosphere as it is held at the old residence of the former Korean president Yoon Bo-seon, the only noble-class house surviving in Seoul. A video clip introducing the origin and history of haegeum will be played and a fashion show on royal court costumes well-matched to the performance will be staged.

▣ “Logo of Whoo launched in 2003 is derived from the image of haegeum. There is a significant relationship between haegeum, a musical instrument considered most important in royal court music, and Whoo, a popular royal court brand.” said Lee Sang-hun, marketing team leader at LG H&H.

▣ He added, “Returning steadily rising profits of Whoo to the cultural sponsorship of haegeum will further solidify the brand image of Whoo.”

▣ Whoo, a royal court brand launched by LG H&H in January 2003, is a high-end Oriental medicine-based cosmetic brand available through department store and direct-selling channels only. Last year, it launched Whoo Hwanyugo Cream, the highest priced cosmetic in Korea, and won explosive response from consumers. It is firmly positioning itself as a leading prestige cosmetic brand in Korea.