In the world portrayed by the piece, people can live without feeling emotions by chewing ‘KIMORIGUM’ that covers over the chewer’s head to hide their expressions during communication. The commercial begins with what appears to be a documentary on Hyun-Woo’s daily life. However, the mysterious advertisement of ‘KIMORIGUM’ evokes a strange feeling in the viewer. The pastel pink tone and the small charming props create a cute visual image. However, the robotic main character Hyun-Woo, the exaggerated and hollow commercial lines and passersby with chewing gum over their heads make the viewer feel a level of uneasiness. The viewer may reflect on what the existence of emotions means to humans.