Seoul’s Gangnam Police Department is partnering with Hite Jinro to implement an anti-drunk driving campaign utilizing the popular soju brand, Chamisul. Starting soon, labels on Chamisul bottles will include messaging aimed at preventing impaired driving. The initiative seeks to raise awareness and discourage individuals from driving under the influence of alcohol. Police officials believe the widespread reach of the soju brand provides a unique opportunity to deliver this important public safety message. The collaboration represents a novel approach to public service announcements, leveraging a consumer product for social good. Further details regarding the specific wording on the labels have not yet been released. This campaign aims to reduce alcohol-related traffic accidents in Seoul.