Kim Hyun Jung x Hyundai Pharm

On the pharmacy shelf, a Naesoong girl stood beside a slender bottle. The Naesoong girl illustration, distributed as a sticker to visitors at the Naesoong Amusement Park exhibition held at Gallery IS in Insadong in March 2016, was reborn through a collaboration with Hyundai Pharm’s Miero Fiber. Launched in Korea in 1989 as the country’s first dietary fiber drink, Miero Fiber is a long-standing brand beloved for years by women interested in beauty and health. This time, the Naesoong girl took the place once held by the beauty icons who had modeled for its commercials. Three different designs were produced, each paired with a witty line of text alongside the illustration. It was a moment when the work stepped beyond the gallery, into a convenience store refrigerator, and into everyday life.