On April 15, Uniqlo published the new campaign showing Bibi, highlighting his confident attitude and a unique style that highlighted the charm of the pointed bra.
A Uniqlo representative commented, “We believe that Bibi, an icon of trust and individuality, will help make the charm of the UNIQLO bra again resound.
What makes this collaboration particularly noteworthy is that Bibi is the first Korean celebrity to model for UNIQLO with a 2019 boycott. Following a refined restriction of export of Japan to South Korea under the former Prime Minister Shinzo Abe in July 2019, the anti-Japan sentiment has increased, leading to a widespread boycott of Japanese brands-Con Uniqlo among the most affected. The recourse has led to closings of the main shops in areas such as Myeongdong and Hongdae.
However, Uniqlo has seen a recent rebound. In 2024, the brand recorded ₩ 1,06 trillion of revenue and ₩ 148.1 billion operating profits – an increase of 5.3% compared to the previous year and the first time in six years exceeded ₩ 1 trillion of sales.
While UNIQLO pushes to recover its highest position in the Spa market (retailer of specialized stores of clothing on a private margin), all eyes are on how Bibi’s involvement can influence the image and sales of the brand.
Bibi made his debut in 2019 with the single “Binu” and went up to the stars for the celebrity with the success “Bam Yang Gang” at the beginning of 2023. In 2024, it became only the second female soloist after IU to overcome all the Korean music charts simultaneously.
In the same year, he also achieved critical success in acting, winning the Baeksang Arts Award for the best new actress for her role in “The worst of evil.” Continues to expand her influence both as a singer and as an actress, having starred in the film “Hopeless” and the SBS drama “The fiery priest 2.”
