Ssangbangwool Selects Actor Kim Soo-hyun as Model

[Asia Economy Reporter Yujin Cho] Domestic underwear company Ssangbangwool announced on the 21st that it has selected actor Kim Soo-hyun as its model.

This model selection is part of a new communication strategy to strengthen communication with the younger generation. The company explained that Kim Soo-hyun's healthy and trustworthy image, as well as his sincere acting, aligned with the company's goals, and his global recognition matched Ssangbangwool's future strategy.

Kim Soo-hyun has played leading roles in numerous works such as "Moon Embracing the Sun" and "My Love from the Star," becoming a global star popular not only in Korea but also overseas. Leading the Chinese-speaking region and sparking a craze throughout Asia, he has established himself as a top Hallyu star representing a generation of the Korean Wave, consistently recognized for his outstanding acting skills and star quality.

After producing advertisements with Kim Soo-hyun, Ssangbangwool plans to strengthen all-around marketing through media such as TV, YouTube, and social networking services (SNS). In particular, the company aims to become a brand that spans all generations by promoting to the MZ generation, which has low awareness of Ssangbangwool.

Meanwhile, Ssangbangwool has established a platform and digital marketing division to strengthen online marketing, opened a B2C mall called Tryshop, and expanded consumer contact points by entering open markets such as 11st and Coupang. As a result, online sales in the first half of this year increased by about 350% compared to the second half of last year.