Actress and TV personality Song Ji-hyo is proving that persistence pays off. After previously speaking out about disappointing sales of her self-launched lingerie brand, Song Ji-hyo has now taken a big step forward by expanding the business internationally with the launch of a global online store.
On June 10, Song Ji-hyo shared a series of new promotional photos and videos through her brand’s official social media accounts. Accompanied by caption “2026 NEW,” the campaign showcases the actress wearing pieces from the latest collection. The photos show Song Ji-hyo showing off various lingerie products while exuding a confident and energetic image.
The release marks one of the brand’s biggest promotional campaigns since its launch and highlights the actress’ continued direct involvement in the business.
Song Ji-hyo first launched her lingerie brand in December 2024, turning a longtime personal passion into a business venture. However, the early stages were far from easy. The actress had previously admitted on television that sales had been much lower than expected. During appearances on variety shows, he revealed that the brand sometimes only sold two or three items a day.
He later shared an even more heartfelt update during an appearance on a YouTube channel hosted by Kim Jong-kook. “Underwear doesn’t sell well” he confessed, adding that on some days the company received only one order.
Song Ji-hyo has repeatedly emphasized that the brand is not simply a celebrity endorsement project. According to the actress, she spent eight years developing the idea and researched fabrics and materials herself before starting the business. His dedication resonated with fans, helping to increase public awareness of the brand following his candid discussions about his challenges.
The growing interest appears to have translated into momentum for the company. According to reports, the lingerie brand has now opened a global online store aimed at serving international customers, marking a significant milestone for the company. The move suggests the brand has expanded beyond its initial focus on the domestic market and is looking to reach consumers around the world. While sales figures were not released, the launch of a global store indicates growing confidence in the brand’s growth potential.
Born in 1981, Song Ji-hyo celebrated the 25th anniversary of her debut in entertainment this year. She first entered the industry as a magazine model in 2001, before embarking on a successful career in acting and variety shows. He remains one of the most recognizable faces on the long-running SBS variety programme Running Manwhere he has been a cast member since 2010.
Now balancing her career in entertainment with entrepreneurship, Song Ji-hyo’s journey from public concern about receiving only one order a day to launching a global online store has become an inspiring example of perseverance in the competitive fashion and retail industry.
Sources: Daum | Ten Asia
