Press Release

- Popular YouTuber ‘Soonja Mom,’ with 1.34 million subscribers, named brand model to expand customer base to consumers in their 40s and 50s

- ‘Refrigerator Makeover’ event offers consumers the chance to fill their refrigerators with VIVID KITCHEN sauces, just like in the commercial

Dongwon Home Food (CEO Jung Moon-mok) announced the release of a new TV commercial for VIVID KITCHEN, its brand specializing in low-sugar and low-calorie products, featuring popular family-content creator Soonja Mom, who has 1.34 million YouTube subscribers.

The campaign was developed to broaden VIVID KITCHEN’s customer base beyond younger consumers to middle-aged generations and to bring the low-sugar trend further into the mainstream. Known for her warm and relatable personality across generations, Soonja Mom appears alongside her real-life husband in natural scenes from everyday life. With the message, “The sauce tastes just as good, but with less sugar to worry about—why wouldn’t you switch?” the commercial encourages consumers to make healthier everyday choices by switching to low-sugar sauces without compromising on taste.

In conjunction with the TV commercial, Dongwon Home Food is running a “Refrigerator Makeover” event through May 12, giving selected households the opportunity to fill their refrigerators with healthier low-sugar sauces, just like in the commercial. The company will also provide consumers with additional opportunities to experience the products through social media short-form content and a promotional discount event on the Naver Store celebrating the launch of the campaign.

“Working with Soonja Mom, who is loved by a wide range of generations, will help broaden VIVID KITCHEN’s customer base and encourage a meaningful shift from conventional sauces toward low-sugar alternatives,” said an official from Dongwon Home Food. “VIVID KITCHEN will continue to support healthier lifestyles with a diverse portfolio of products that consumers can enjoy with less concern about sugar.”

VIVID KITCHEN is Dongwon Home Food’s diet-management brand, which introduced Korea’s first low-calorie sauce in 2020. The brand currently offers approximately 55 products, primarily low-sugar and low-calorie sauces that reduce sugar and calories while maintaining the familiar taste of conventional sauces. VIVID KITCHEN ranked No. 1 in market share in Korea’s low-sugar and low-calorie sauce market for three consecutive years from January 2023 through December 2025, excluding ketchup and mayonnaise, according to Kantar Korea.