Shinsegae Vice Chairman Chung Yong-jin launches his character ‘JRILLA’

Shinsegae Food has submitted an application for the registration of the 'JRILLA' trademark to the Patent Office. This move is interpreted as an effort to strengthen trademark protection for the 'JRILLA' character. The application is seen as a measure to explicitly secure trademark rights for products and services related to the 'JRILLA' character.

Introducing 'JRILLA,' the character of Chung Yong-jin, Vice Chairman of Shinsegae. 'JRILLA' is a captivating character inspired by Vice Chairman Chung's face, combining the letter 'J' (for Jin) and 'Gorilla.' Officially unveiled on Vice Chairman Jung's personal social media in April last year, 'JRILLA' has garnered significant attention with its charming appearance and unique character design.

'JRILLA' is a character born from the combination of gorilla traits and the friendly image of the Vice Chairman, with the storyline that it comes from Mars. Since its introduction, 'JRILLA' has become a symbol, and Shinsegae Food has utilized it in various businesses and collaborations, showcasing its popularity and creativity.

Moreover, 'JRILLA' has received recognition on the global stage by winning an award at the prestigious 'Red Dot Award' design competition. Its influence extends beyond being a character, making creative contributions in diverse fields and collaborations.