"JRILLA," a Character Resembling Chung Yong-jin, Wins a Spot Among the Top 3 Global Design Awards

The character "JRILLA," bearing a resemblance to Jung Yong-jin, has secured a prestigious position among the top three global design awards.

"JRILLA," the character known as the doppelganger (second character) of Jung Yong-jin, Vice Chairman of Shinsegae Group, has received an award at one of the world's top three design competitions, the 'Red Dot Award.'

Shinsegae Food announced on the 19th that the premium bakery brand 'Universe By Jrilla' won the top prize (Winner) in the brand design category at the Red Dot Award.

JRILLA is a character created in the likeness of Vice Chairman Chung Yong-jin's face and is considered a secondary character. It is a combination of the alphabet 'J' (for Jin) and 'Gorilla.' JRILLA first appeared on Vice Chairman Chung's personal social media in April of last year, and the trademark rights are owned by Shinsegae Food, a subsidiary of E-Mart.

In November of last year, Shinsegae Food opened the premium bakery shop 'Universe By Jrilla' at SSG Food Market in Cheongdam-dong, Seoul. The concept revolves around the worldview of JRILLA, a gorilla born in Hwaseong and arriving on Earth.

At this year's Red Dot Award, Universe By Jrilla was highly praised for its brand story, presenting 'Martian Bread' created by JRILLA, inspired by the cosmic, and introducing it to Earthlings. The brand's unique identity, realizing the concept of 'intergalactic futuristic bakery' never seen on Earth, received recognition and won the top prize in the brand design category, according to Shinsegae Food's explanation