The lunacy of Lemon Man returns. In the second year of Cass Lemon Squeeze’s platform, Squeeze More Joy, by Gut Asia the citrus character goes even further into his absurd, squeeze-filled existence. 

This time, the story unfolds through a self-aware, interview-style narrative, where Lemon Man reflects on his origins, his lineage, and a recurring pattern he can’t quite escape – wherever he goes, he somehow ends up getting squeezed. The campaign also taps into a broader reality – lemon beer is still a relatively new and emerging category in Korea. This year, as the story entertains, it introduces a more educational slant, using Lemon Man’s journey to bring the product, its ingredients, and its variants closer to audiences.

Bringing Lemon Man to life once again is Moon Sang-Hoon, known for his work on YouTube channel BDNS to standout roles in Netflix hits D.P. (2021) and Extraordinary Attorney Woo (2022). Moon brings a distinct mix of expressive physical comedy and self-aware charm, elevating Lemon Man into something more than a mascot, a character audiences can laugh at, and strangely relate to.

“After the success of Lemon Man in 2025, we wanted to expand the platform in fresh, fun ways while staying true to its core,” stated Yen Se, national brands, VP, AB InBev Korea. “This campaign brings together humour and product in a way that encourages people to squeeze more moments of joy with Cass Lemon Squeeze”

“By year two, we knew Lemon Man had to evolve, from just being a funny character to becoming a world,” added Gus Sung, creative director of GUT Asia. “He’s still entertaining, but now he’s also carrying the product story; bringing to life the real lemons, the taste, and the different variants in a way only he can. Which, unfortunately for him, still involves a lot of getting squeezed.”

The campaign is running in South Korea across digital, social, trade and OOH, with more of Lemon Man’s misadventures set to unfold.

Credits:

Creative Agency: GUT Asia 
Managing Director: Jessica Davey
Chief Creative Officer: Carlos Camacho
Creative Director: Augustus “Gus” Sung
Senior Art Director: Sixin Wu
Senior Copywriters: Shanya Jiwachotkamjorn, Benjamin Ng
Copywriter: Harim Oh
Head of Strategy: Belynda Sim
Strategy Director: Chei Jeong Yoon Park
Account Director: Danielle Villanueva
Senior Producer: Alain Tan

Client: AbInBev [Cass Lemon Squeeze]
National Brand VP: Yen Se (서혜연)
NB Creative Strategy Manager: Lauren You (유정원)
NB Creative Strategy Sr Manager: Elyse Oh (오예슬)
Associate Cass Communication & Actvivation Director: Minku Yoon (윤민구)
Cass Content & Digital Manager: Hunmin Cheong (정훈민)
Cass Brand Experience Sr Manager: Justin Kim (김지용)
Cass Brand Experience Manager: Bobin Kim (공보빈)
Asso. NB Strategy & Portfolio Director: Hez Kim (김해주)
NB Brand Strategy Sr Manager: Joelle Baik (백지연)
NB Brand Strategy Manager: Jaeheum Choi (최재흠)
Associate Cass H&W Director: Jamie Yeon (연정민)
Cass H&W Sr Manager: Miso Kim (김미소)
Cass H&W Manager: Joyong Lee (이조용)

Production Company: Museum
Executive Producer: Katie Kim(김희은) from Museum Contents
Producer: Jaeeun Lee(이재은) from Museum Contents
Director: Gibaek Lee (이기백)
Assistant Directors: Haeryoung Won(원혜령), Eunseok Lee(이은석)
Editior: Beomseok Lee(이범석) @ Groot 
2D: Minkyu Lee, Nakjun Choi(이민규, 최낙준) @ Locus
Art: Giduk Nam(남기덕) @ Locus 
3D: Yongha Park(박영하) @ Locus 
AI: Wonho Lee(이원호) @ Locus 
DI: simdved(심민섭) @ Locus

Where the campaign began: