Day1 Company’s ‘MyLight’ Launches ‘My English is 52g’ Campaign with Actress Shin Min-a

– Lemonade CIC of Day1 Company selects actress Shin Min-a as the brand model for its adult foreign language learning service, MyLight
– The campaign aims to inspire those with low confidence in language learning by emphasizing the ease of learning with a “light” approach

December 6, 2021 – MyLight, an adult foreign language learning tool, has partnered with actress Shin Min-a for its new year brand campaign, “My English is 52g.” MyLight is offered by Lemonade CIC, the language education division of adult education company Day1 Company.

Lemonade CIC designed this campaign to rekindle the motivation of individuals who have lost interest or confidence in language learning due to repeated failures. The campaign’s key message, “My English is 52g,” highlights that with a lighthearted approach, consistent learning is possible. The “52g” reference is based on the weight of one workbook, symbolizing the ease of maintaining a steady learning habit.

MyLight offers a structured learning system that encourages users to study for 10 minutes a day, completing one workbook per week. The approach is designed to help learners build a consistent language study habit with minimal daily time commitment. According to statistics from the first half of 2021, the majority of MyLight users are professionals and students who have opted for this method to improve their language skills without overwhelming their busy schedules.

Actress Shin Min-a, known for her interest in learning foreign languages, was chosen as the face of the campaign. A representative from MyLight stated, “Shin Min-a’s healthy and vibrant image aligns with our brand philosophy of bringing vitality to daily life through light commitments.” The new campaign video featuring Shin Min-a will be unveiled across various advertising channels.

Tina Tsu, CEO of Lemonade CIC, emphasized the importance of steady progress over intense enthusiasm in language learning, saying, “This campaign with Shin Min-a is designed to encourage people to start their language learning journey with a light heart in 2022. We hope many will seize this opportunity to take their first steps toward learning a new language.”

MyLight has accumulated 270,000 users and achieved KRW 14 billion in sales during the first half of the year, reflecting a growth rate of 180% compared to the same period last year. Following a complete overhaul of its content and services in November, aimed at promoting habit formation, the brand is poised for even greater growth with this new year’s campaign.