Woo U Soo Yeom Ha Da ("milk mustache" in Korean) is a campaign to support and promote the well-being of children waiting for adoption through the promotion of various products. The campaign uses the milk mustache—that telltale sign left above the lips after drinking a glass of milk—as the motif for the logo and product design. The campaign’s logo design is based on a motif from the four consonants of Woo Soo Ha Da (milk mustache in Korean). One of the consonants in the Korean phrase was transformed to create the campaign’s character Yummy. Yummy looks like a happy baby with milk mustache on its face. The campaign has been advertised in various channels.