Actress Song Ji Hyo revealed the new photo shoot of the underwear brand she launched, personally stepping in as the model. Once admitting that “there was only one order a day,” the struggling underwear business is now expanding into the global market, seizing a chance for a turnaround.
On the 10th, Song Ji Hyo shared the new product photo shoot via the underwear brand’s official social media account.
In the revealed photos, she wore a new style bra top paired with jeans, creating a natural yet sophisticated vibe.
Notably, Song Ji Hyo is actively promoting the product by handling the photo shoot herself, not as a professional model but as the brand’s CEO and director. Her sleek figure and healthy charm have drawn responses like “As expected of Song Ji Hyo,” continuing to capture fans’ interest.
Song Ji Hyo launched the underwear brand NINASSONG last December. Through various broadcasts and interviews, she emphasized that it was “a project prepared for eight years,” and that she was directly involved from the planning stage rather than just lending her name. She personally visited Dongdaemun market to select fabrics, revised samples multiple times, and tested the fit and comfort by wearing the products herself.
She also shared the brand philosophy, saying, “Many people think I’m just a model, but I’m involved in the design, material selection, and sales strategies,” and added, “I wanted to create underwear that women can truly wear comfortably.”
However, the early stages of the business were not smooth. On singer Kim Jong Kook’s YouTube channel last April, Song Ji Hyo candidly expressed her struggles, saying “The underwear isn’t selling well, and there are problems.” She confessed that on some days, “only one order came in per day,” which sparked attention and earned her much support as she openly revealed the harsh realities of running a business.
In fact, this honest confession sparked public interest. Since the broadcast, the brand’s recognition has increased, inquiries about the products have grown, and recently, the business expanded by opening a global online store for overseas consumers.