Bacchus – 'Relieve Today's Fatigue Today'
Original Korean title
박카스 '그날의 피로는 그날에'
'Relieve Today's Fatigue Today' is the tagline from a 1993 Dong-A Pharmaceutical ad for the energy drink Bacchus, built around ordinary working people.
Originated around 1993Last updated: August 4, 2026
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What does it mean?
In 1993, Dong-A Pharmaceutical launched its 'New Korean' ad series for the energy drink Bacchus, featuring ordinary office workers and everyday citizens, with the tagline 'relieve today's fatigue today.' The understated copy and heartfelt storytelling made it a long-remembered ad, frequently parodied on comedy shows.
Where did it start?
Dong-A Pharmaceutical had been barred from advertising Bacchus by government regulation from 1976 to 1993. When the ban lifted, it returned with the 'New Korean' series featuring ordinary citizens, and the 'relieve today's fatigue today' tagline spread through episodes depicting quietly hardworking people such as bus-terminal staff and street cleaners. A total of 13 episodes were produced through 1997 to great acclaim. Its human-centered advertising style, spotlighting everyday laborers instead of glamorous celebrities, is credited with influencing later Korean public-service and corporate ads.
How is it used?
Can be quoted when comforting yourself at the end of a tiring day.
Ratings by context haven't been confirmed yet.
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Bacchus – 'Relieve Today's Fatigue Today': 'Relieve Today's Fatigue Today' is the tagline from a 1993 Dong-A Pharmaceutical ad for the energy drink Bacchus, built around ordinary working people.
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