Kim Soo-hyun Wearing Try, Arin Wearing BYC... "Underwear Becomes Younger and Brighter"

Ssangbangwool Selects Actor Kim Soo-hyun as Model to Target MZ Generation

[Asia Economy Reporter Lee Seon-ae] “Now, please forget about Lee Deok-hwa and Tae Jin-ah.” The underwear industry is targeting the 2030 generation with new advertising models. The recently selected models are characterized by their young and bright images. This is to capture the MZ generation (Millennials + Generation Z, born 1980?2004), which has emerged as the main consumer group for underwear.

According to the industry on the 31st, Ssangbangwool recently appointed actor Kim Soo-hyun as the model for the TRY brand. Ssangbangwool stated that they chose Kim Soo-hyun as a model because his youthful and bright image fits the brand image that TRY pursues. Additionally, Kim Soo-hyun’s healthy and trustworthy image, along with his sincere acting, aligned with the company’s goals, which was the reason for selecting him as the model.

However, for Ssangbangwool, which had previously hired singer Tae Jin-ah as the TRY model in 2017, choosing a young model is considered a somewhat bold move by the industry. Ssangbangwool plans to launch comprehensive marketing campaigns not only on TV but also on YouTube and social networking services (SNS), starting with the appointment of Kim Soo-hyun as the model. Considering the ongoing COVID-19 situation, they are also planning events such as a “fan signing event with TRY model Kim Soo-hyun.”

Ssangbangwool expects synergy in overseas markets such as China due to Kim Soo-hyun’s international recognition. Kim Soo-hyun has gained great popularity domestically and internationally through dramas like “Moon Embracing the Sun” and “My Love from the Star.” His recent leading drama “It’s Okay to Not Be Okay” was released on the global OTT platform Netflix, attracting significant attention overseas.

A Ssangbangwool representative said, “Many consumers still recall Lee Deok-hwa’s elevator ‘door knocking advertisement (TRY)’ from the 1990s when they think of Ssangbangwool,” adding, “We will transform into a new image by appointing a big model like Kim Soo-hyun.”

BYC recently released the “2020 Body Heat” advertisement video featuring Oh My Girl’s Arin. Arin added a sense of friendliness by portraying scenes communicating with fans through live broadcasts. Arin was selected as BYC’s exclusive model in March and will be active as BYC’s exclusive model for one year.

Fila Underwear unveiled the “2020 FW Collection” photo shoot featuring actress Kim Jae-kyung. Former girl group member and actress Kim Jae-kyung showcased her toned body built through regular exercise, diverse poses, and her signature fresh smile, highlighting the charm and features of Fila Underwear. The photo shoot attracted attention online upon release.

Global lifestyle brand Calvin Klein launched the “CK ONE” Asia campaign in March featuring HyunA. In the campaign, HyunA displayed not only her usual sexy image but also a lively and playful side.

An underwear industry official said, “As the MZ generation emerges as the new main consumers, marketing targeting young generations will flood the market,” adding, “They are approaching consumers in a friendly way by expanding not only advertisements but also products and online distribution channels.”