Everyone’s Shocked—Gong Yoo’s Out, and This Actor Is the New Face of Terra Beer

For the first time in six years, HiteJinro has changed the face of its flagship beer brand Terra—and the new model is none other than actor Ji Chang-wook. The unexpected but strategic switch from beloved actor Gong Yoo is generating buzz both within the industry and among consumers.

HiteJinro officially announced the appointment on March 20, saying that Ji Chang-wook’s widespread popularity across generations, along with his bright and energetic image, perfectly aligns with Terra’s “clean and refreshing” brand identity.

In the newly released ad titled “A Clean Day”, Ji transforms into four characters—an action star, a photographer, an office worker, and a college student—each rediscovering a moment of calm with a cold glass of Terra. “We wanted to express Terra’s young and dynamic spirit through diverse characters and relatable situations,” said Oh Sung-taek, Executive Director of Marketing at HiteJinro.

Ji’s selection coincides with a full-scale brand refresh ahead of Korea’s summer beer season. HiteJinro has updated Terra’s packaging, enlarging the English logo for stronger shelf presence and introducing a bold embossed design for greater visual impact. The company is also expanding product options by channel and rolling out more collaboration campaigns and interactive consumer events to deepen engagement.

This is the first time Terra has changed models since its launch in March 2019, when Gong Yoo was selected to represent the brand’s image of “pure lager.” Gong Yoo played a central role in establishing Terra’s identity and helping it become a household name. Marking the end of an era, HiteJinro posted a tribute video and thank-you message on its official Instagram, saying, “We’ll forever remember the precious six years spent with human Terra, Gong Yoo.”

The model shift comes as rival OB Beer ramps up competition by overhauling the branding of Cass, Korea’s No.1 beer. With new advertising visuals and packaging for the summer season, OB is clearly going all in—and HiteJinro is firing back with its own high-impact rebrand.

Despite Terra’s strong sales since launch—including over 100 million bottles sold in just 39 days and 5.2 billion bottles in total—HiteJinro’s beer division recorded only 0.03% growth in 2023, with ₩823.5 billion in revenue. The brand still lags behind Cass in market share.

With Ji Chang-wook now leading Terra’s fresh campaign, HiteJinro is betting on a full-on marketing push to shake up the beer industry and dominate the upcoming peak season. As competition intensifies, one thing’s clear: the Korean beer war is heating up, and consumers are paying close attention.

🎤 Ji Chang-wook’s 2025 Is All Gas, No Brakes

Fresh off being named the new face of Terra beer, Ji Chang-wook is charging into 2025 with a packed schedule that proves his “Wooki Wooki” energy is unstoppable.

His 'Wooki Wooki' Japan Tour continues across Tokyo, Osaka, and Fukuoka, drawing fans with his live vocals, storytelling, and signature charm. The fan concert series showcases not only his acting chops but also his musical flair. The actor consistently updates his YouTube channel to give his fans a glimpse into his daily life.

📺 On the drama side, he’s set to star in the Netflix romantic thriller ‘Scandal’, opposite Son Ye-jin. The drama follows the lives of two elite lawyers entangled in love, betrayal, and political intrigue. With two A-listers at the helm, Scandal is already being touted as one of Netflix’s must-watch K-dramas of the year.

🎞️ Ji Chang-wook will also hit the big screen in the noir action film ‘Revolver’, where he plays a morally ambiguous detective opposite Jeon Do-yeon. It’s a gritty departure from his rom-com image.

📜 And let’s not forget his upcoming period drama ‘Queen Woo’, co-starring Jeon Jong-seo. He plays a king whose reign is threatened by power struggles and a fierce queen with secrets of her own.

From historical epics to legal thrillers, Ji Chang-wook is proving he’s a genre-hopping force in 2025.

🌌 Gong Yoo in 2025: Fashion Icon, Netflix Star, and Still the Nation’s Crush

Though he’s passed the Terra torch, Gong Yoo is having a moment of his own in 2025—and it’s both slow and intense.

🎬 He reunites with Song Hye-kyo in the upcoming Netflix drama ‘Slowly and Intensely’, a moody, introspective romance about two former lovers who reconnect under tragic circumstances. The project marks a dream pairing of two iconic actors, and early buzz suggests it could be one of Netflix’s most talked-about releases this fall.

🕴️ Gong Yoo also turned heads earlier this year at the Louis Vuitton 2025 Paris Fashion Show, where he appeared as a front-row guest in a custom LV look. The actor’s effortless style and global appeal earned him headlines worldwide—and further solidified his status as both a K-drama king and fashion elite.

With Squid Game Season 2, The Silent Sea Part 2, and now Slowly and Intensely on the horizon, Gong Yoo is not slowing down—he’s just evolving.