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The video likely worked due to the celebrity endorsement (Bae Suzy) and the use of relatable Tagalog phrases combined with Korean text, appealing to a dual audience. The aesthetic presentation of the product also contributes to its appeal.

The video features a woman holding and drinking Chum Churum soju. She smiles and poses with the bottle, with text overlays in Korean and Tagalog related to the drink and feelings.