In today’s advertising world, where model turnover is high, holding a position for more than four years is considered a long-standing pattern, but Hyeri hasn’t been able to overcome the “three-year curse.”
After Park Bo-young, Hyeri became the new face of Dong-A Pharmaceutical’s Panpyrin Q in December 2021. She wears her signature polka-dot scarf and cheerfully says “Stay warm and healthy“, attracted attention. However, last November, she had to give up her iconic fabric to Go Min-si. Despite her continued popularity after the buzz of the “Transit Love” controversy, why she failed to renew her contract and lost to Go Min-si?
An advertising executive commented on January 10: “Both are fascinating, but ultimately the success of their projects, SNS mentions and overall traffic seem to determine their fate.” After being cast as “Panpirina Girl”, Hyeri participated in the drama “Can I Help You?”, the variety show “HMLYCP”, and the film “Victory”, but none of them performed well. Works broadcast on MBC and ENA had lackluster ratings of 4.0% and 0.5%, respectively, with minimal buzz. Although Hyeri passionately promoted “Victory,” including greetings on stage four weeks after release, it only attracted 500,000 viewers.
In contrast, Go Min-si’s activities during the same period were remarkably successful. Although her role was small, she impressed in director Park Chan-wook’s “Decision to Leave” and her film “Smugglers,” released in July 2023, dominated the summer box office with 5.14 million admissions. Furthermore, his performance in the Netflix drama series “Sweet Home” seasons 2 and 3 and the eight-episode Netflix series “The Frog” exceeded expectations, showcasing his acting ability and aura.
The two also competed in variety shows. Hyeri appeared in Netflix’s “Agents of Mystery” alongside Lee Yong-jin and Karina last June. However, it was overshadowed by Go Min-si’s appearance in tvN’s “Jinny’s Kitchen 2.” Go Min-si’s portrayal of a hard-working and cheerful “golden intern” in a demanding work environment significantly increased her likability.
One veteran manager observed: “Go Min-si’s breakthrough came from director Ryoo Seung-wan’s “Smugglers,” and his rise as an icon for the MZ generation was cemented by “Jinny’s Kitchen 2.” Collaboration with highly respected actors in variety shows also worked to his advantage.” A casting director familiar with Go Min-si added: “His easy-going and honest personality is his greatest asset. Observational variety shows showcased that trait perfectly, leading to mutual success.”
