Samyang Corporation hosted 'Our Sangkwaehwan: The Movie Talk,' an offline screening event for its new Sangkwaehwan campaign. MCs Kim Won-hoon and Um Ji-yoon led the session, joined by 200 participants in their 20s and 30s. The interactive talk show format turned the event into more than just a screening—it became a space for genuine connection.
Participants watched the new Sangkwaehwan campaign film together and shared their reactions in real time. Spontaneous discussions followed, with attendees exchanging thoughts on the film's message. The talk show focused not on product promotion alone but on building generational empathy. The two MCs guided the conversation naturally, drawing out stories from the audience.
The most memorable segment was when participants opened up about their real dating dilemmas. From everyday relationship struggles to cathartic solutions, the conversation flowed without reservation. True to the product name—which suggests refreshing relief—the session became a place to air out what had been weighing on people's minds. The energy created by 200 people laughing and empathizing together was content in itself.
This event demonstrated a new way for brands to engage consumers through offline experiences. The combined screening-and-talk-show format enabled two-way dialogue rather than one-way messaging. Sangkwaehwan placed weight not on the product itself but on the conversations and connections it sparked. Do you have something you'd like to share and get off your chest?
Participants watched the new Sangkwaehwan campaign film together and shared their reactions in real time. Spontaneous discussions followed, with attendees exchanging thoughts on the film's message. The talk show focused not on product promotion alone but on building generational empathy. The two MCs guided the conversation naturally, drawing out stories from the audience.
The most memorable segment was when participants opened up about their real dating dilemmas. From everyday relationship struggles to cathartic solutions, the conversation flowed without reservation. True to the product name—which suggests refreshing relief—the session became a place to air out what had been weighing on people's minds. The energy created by 200 people laughing and empathizing together was content in itself.
This event demonstrated a new way for brands to engage consumers through offline experiences. The combined screening-and-talk-show format enabled two-way dialogue rather than one-way messaging. Sangkwaehwan placed weight not on the product itself but on the conversations and connections it sparked. Do you have something you'd like to share and get off your chest?
FAQ
What is Sanghwae-hwan The Movie Talk?
An offline screening event for Samyang's Sanghwae-hwan new campaign, hosted by MC Kim Won-hoon and Eom Ji-yoon with 200 millennial and Gen Z participants. It featured interactive talk-show format where attendees watched campaign videos and shared relationship concerns.
What topics were covered at Sanghwae-hwan The Movie Talk?
After viewing the Sanghwae-hwan campaign videos, participants shared candid relationship concerns and practical solutions. Sessions focused on intergenerational empathy and refreshingly honest conversation rather than product promotion.
How many people attended Sanghwae-hwan The Movie Talk?
Two hundred millennial and Gen Z participants attended the offline screening. MCs Kim Won-hoon and Eom Ji-yoon led the program, naturally engaging with the audience to create a talk-show atmosphere.
