Actor Song Ji-hyo's underwear brand goes global after rocky start

Actor Song Ji-hyo's underwear business is gaining momentum in global markets after a difficult start that once left her with just one order a day.

Song shared new product photos Wednesday on the social media account of her underwear brand.

The images show her wearing a new bra-top style paired with jeans, projecting a natural yet polished look. The product carries the name "Eojang Management Top."

Song launched the underwear brand NINASSONG in December last year, saying at the time, "This is a project I have been preparing for eight years. I wanted to make underwear that women can truly wear in comfort."

She took part in every step of the process — from the planning stage to visiting Dongdaemun Market to select fabrics and revise samples.

The business struggled in its early days, however.

Appearing in April on singer Kim Jong-kook's YouTube channel "Gym Jong-kook," Song admitted, "There's a problem because the underwear is not selling at all. Some days there was only one order."

The candid admission drew public attention, and the brand has since expanded its reach by opening a global online store serving customers outside South Korea. NINASSONG is now available in Indonesia, the Philippines, Malaysia, Thailand, Vietnam, Taiwan, Hong Kong and China.

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https://biz.heraldcorp.com/article/10769929