Dongsuh Foods Targets Youth with New T.O.P Coffee Campaign

Dongsuh Foods is revamping its T.O.P bottled coffee brand to attract younger consumers, shifting away from its long-time spokesperson, actor Won Bin, 46. The company aims to rejuvenate the brand’s image by featuring younger actors Lee Jae-in, 20, and Hong Kyung, 28, in a new YouTube commercial.

This strategic move reflects Dongsuh’s focus on connecting with the MZ Generation, known for preferring ready-to-drink (RTD) coffee over traditional café brews. The company’s recent marketing adjustments align with broader industry trends, as seen with other brands also targeting younger demographics.