Dongsuh Foods has newly targeted the country’s young MZ Generation for its T.O.P bottled coffee drinks to revitalize the products’ old image and attract the trendy consumer group, according to the country’s major food company, Tuesday.

The marketing strategy involves replacing actor Won Bin, 46, who had been the face of T.O.P since 2008. The change reflects the company’s recent marketing moves of prioritizing age to better connect with contemporary consumers.

Dongsuh released on YouTube its new commercial for T.O.P, Friday, featuring actors Lee Jae-in, 20, and Hong Kyung, 28, both from the generation which comprises teens to early 40s. Compared to Won, the new faces boast a lesser degree of public fame.

A Dongsuh official said that Lee and Hong have been hired for this year. He added that whereas hiring Won as the drink’s model bet on his proven 커뮤니티 top-selling marketability, his progenies rather reflect the company’s intent to appeal to the country’s MZ consumers as a whole.

“We wanted to express a sense of freshness with our latest commercial for T.O.P,” the official said. “Hong and Lee are much lesser known to the public than Won. But it was an image of a younger generation they bring to the product. We are considering other new (young) models for the product next year.”

T.O.P is a ready-to-drink (RTD) product which are more popular among the country’s MZ consumers than brewed java from coffee shops, according to market experts. For Dongsuh, T.O.P is its key product to appeal to young coffee consumers.

The company previously replaced models for its other top brands with younger celebrities to appeal to MZ consumers. Actress Park Bo-young, 34, replaced actress Lee Na-young, 45, for the company’s instant coffee brand Maxim Mocha Gold. An Yu-jin, 20, from K-pop girl band IVE, replaced actor Park Seo-jun, 35, for Maxim Supreme Gold, another instant coffee brand.

Dongsuh last year registered retail sales of 193.2 billion won ($141 million) with T.O.P, according to the Korea Agro-Fisheries and Food Trade Corp. The figure fell short of Lotte Chilsung’s Cantata which registered 271 billion won and topped the market the same year.

Other market players in the country behind Dongsuh have also shown signs of shifting their target consumers to younger groups. The Coca-Cola Company has newly hired actor Ahn Hyo-seop, 29, for its RTD product Georgia Coffee, replacing Korean American actor Daniel Henney, 44.