Women who runs the household buys the rice, So we are trying to make our target love our brand.  We tell them the message they want to hear. We see another perspective of rice that is not just food. We portray love and care in the family through rice. Fresh new rice is like newly wed couple, when everything is  still fresh and good but soon fades as time goes by. On the other hand, if you take good care of each other no matter how much time goes by, the rice stays fresh. After this commercial is released, many women shared this film and tagged their partners, to tell them that  they want their relationship to stay fresh like Chat rice.