In the second year of Cass Lemon Squeeze’s platform, “Squeeze More Joy,” the beloved citrus character Lemon Man returns in a new film that leans 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.

Beyond his story, the campaign also taps into a broader reality: lemon beer is still a relatively new and emerging category in Korea. This year, the work introduces a more educational slant, using Lemon Man’s journey to bring the product, its ingredients, and its variants closer to audiences.

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

‍