Instant coffee-maker Maxim has launched the second season of its “Travel with Maxim” campaign, focusing on finding respite in the chaos of daily life with a cup of Maxim coffee.

The two new TV spots created for the campaign feature Maxim’s Kanu model Gong Yoo enjoying Maxim coffee while enjoying the natural scenery of New Zealand. In the “Office” version, Gong Yoo is drinking coffee on a cliff while listening to the sound of crashing waves; in the “Home” version, he listens to the breeze while drinking coffee on a hilltop.

According to Maxim, the videos illustrate how a good cup of coffee can take drinkers to a different and relaxing world, with the copy “Where can a cup of coffee take us?”

Kim So-young, a marketing manager with Maxim’s parent company Dongsuh Foods, said that “Travel with Maxim 2” was created “to share the leisure and happiness of a cup of coffee with Maxim Coffee’s loyal customers.”

The campaign is being accompanied by a promotional event through to July 15. Customers can enter to win flights for a round-the-world trip for two, a 1 million won ($845) travel gift certificate, or a mobile coupon for Maxim’s T.O.P products.

To enter, consumers must submit a receipt proving purchase of a Maxim product through Maxim’s website, KakaoTalk, text message or mail.

Maxim has been a leader in the instant coffee mix market since its launch in 1980.

Each Maxim coffee stick contains a blend of instant coffee, cream and sugar. The coffee is created through a “the refined aroma process,” which retains only the best aroma from the roasted coffee beans. Dongsuh utilizes a one-line system that roasts, processes and packages its products on the same line to minimize aroma loss.