Diageo partners with global K-Pop star SUHO to promote responsible drinking across Asia Pacific

Diageo partners with global K-Pop star SUHO to promote responsible drinking across Asia Pacific

1 Mar 2024

Diageo is launching an exciting new regional responsible drinking campaign in Asia Pacific (APAC) with SUHO of K-pop group EXO to promote responsible and moderate alcohol consumption.

The 'Enjoy the Flow, Savour Every Moment’ campaign features an original song recorded by SUHO, a music video, and behind-the-scenes footage that emphasizes the importance of savouring each moment and enjoying alcohol in moderation. The accompanying lyrics include messages like “take it easy”, “slow down”, and “savour every moment”.

The campaign kicks off today in South Korea and will run in Indonesia, Japan, Philippines, Singapore, Taiwan, and Vietnam in the coming months.


SUHO is a renowned South Korean singer-songwriter and actor who leads the group EXO that debuted in 2012.

The song, music video and behind-the-scenes video will be shared on EXO's social channels.

“At Diageo, we are dedicated to promoting moderation and investing in programmes that encourage responsible alcohol consumption. This groundbreaking campaign with SUHO enables us to tap into the growing influence of K-Culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation,” said Wilson Del Socorro, Corporate Relations Director, APAC.

On the campaign, SUHO said, “I’m happy to participate in a purposeful campaign, where I can share meaningful messages for a good cause. Occasionally when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video messaging around pacing yourself, savouring the moment and not losing yourself.”


In line with other responsible drinking campaigns, this new activation will direct consumers to DRINKiQ.com, a dedicated, responsible drinking website available in 16 languages and 35 country sites. DRINKiQ shares valuable information, practical advice on alcohol consumption, and a range of resources to encourage moderate drinking. During the campaign, the site will spotlight a letter from SUHO on the importance of moderation and practical tips such as pacing drinks with water and enjoying beverages with food.

Diageo is committed to transforming global drinking habits for the better, promoting moderation, and addressing the harmful use of alcohol. This commitment is integral to Diageo's 10-year sustainability plan, Society 2030: Spirit of Progress that aims to educate consumers on facts about alcohol and reach one billion people with moderation messages by 2030.

Find out more about how we’re discouraging the harmful use of alcohol