Song Ji Hyo Becomes Lingerie Brand 'NINASSONG' CEO and Models for Her Own Products

Actress Song Ji Hyo is currently making headlines for personally modeling in the new product pictorial for her own underwear brand, 'NINASSONG'. Despite being 45 years old, her natural physique showcased in the photoshoot, with minimal retouching, has been praised for its realistic beauty, drawing significant attention to her bold move.

Song Ji Hyo launched 'NINASSONG' in December 2024, having dedicated approximately eight years to preparing for the business. She initiated the venture from her personal desire to create comfortable underwear and is directly involved in product planning and material selection. Recently, she was seen inspecting fabrics and auxiliary materials at Dongdaemun clothing markets. Following an appearance on Kim Jong Kook's YouTube channel in April 2025, sales increased, leading to expansion into international markets like Indonesia and Thailand.

Bloggers commend Song Ji Hyo for being a genuine entrepreneur who actively participates in all aspects of her business, from product development to marketing, rather than just lending her name as a celebrity. Her decision to model for her own brand is seen as an effective marketing strategy, simultaneously generating buzz for the brand and her pictorial. Bloggers emphasize that while celebrity endorsement can drive initial purchases, repeat business ultimately depends on product quality and comfort.