신동준 팀장 CJ제일제당
Shin Dong-jun

Strategic Brand Team Leader | CJ CheilJedang

Shin Dong-jun is a seasoned brand strategist and campaign leader. He began his career as an AE at Cheil Worldwide, where he contributed to major campaigns for Samsung Electronics. Since joining CJ Group in 2017, he has led brand communications for bibigo, Hetbahn, Gourmet, and Baeksul. Currently, as Strategic Brand Team Leader at CJ CheilJedang, he continues to drive innovative marketing strategies that shape the future of food branding in Korea.

From Short Dramas to Branded Content: How CJ is Reinventing Advertising

In a media landscape flooded with ads and content, catching consumer attention requires something truly fresh or remarkably engaging. CJ CheilJedang faced this challenge head-on with its heritage brand Baeksul — one of Korea’s most traditional names in food.

To ensure relevance in today’s digital-first, SNS-driven world where short-form content dominates, CJ took a bold step: transforming Baeksul’s brand storytelling into a new advertising format — the “short drama.” This format allows consumers to casually, repeatedly, and addictively engage with branded narratives. The result was a campaign that not only introduced a new product (1-Min Ring) but also organically sparked virality and even became a meme.

In this session, we’ll explore how short dramas can evolve into effective branded content, with key insights from the Baeksul campaign.

Key topics include:

  1. Advertising in the Narrative Era: Going Beyond Storytelling
     – Case studies from Samsung’s integrated TV campaigns
  2. Why the Boom in Short Drama Content?
  3. Global and Korean Trends in Short-form/Short Drama
  4. Notable Short-form/Short Drama Brand Campaigns
  5. Behind the Scenes: Baeksul’s “1-Min Ring” Campaign