Kang Ha-neul named new brand model for medical beauty platform Babytalk

Kang Ha-neul is the new face of Babytalk, the medical beauty platform that hit 10 million cumulative app downloads as of April 2026.

The actor leads the platform's summer 2026 brand campaign, 톡한 자만 살아남는다 — roughly "Only the Smart Survive" — which runs July 1 through August 31. The slogan riffs on the Korean proverb 뛰는 놈 위에 나는 놈 있다, positioning users who efficiently find procedure information through Babytalk as the "smart ones" (톡한 자).

Ad videos and short-form content featuring Kang Ha-neul roll out sequentially across multiple channels. Outdoor placements include digital billboards in Gangnam, Hongdae, Sinsa, Itaewon, and Gwanghwamun. Subway and bus exterior ads span Seoul.

CEO Shin Jung-in said the campaign was designed to show that Babytalk lets users "easily and efficiently search for procedure information they need" in an era of information overload. Kang Ha-neul's "trustworthy and pleasant charm" will drive brand favorability and awareness.

Babytalk's summer platform data shows lifting, filler, fat dissolution, and contouring injections led by user interest. Laser lifting remained steady throughout the season. Searches for pore care and laser hair removal trended upward. The platform draws on 13 years of procedure data and user reviews, and recently added AI search and personalized app architecture to help users navigate more effectively.