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Actress Song Ji Hyo is making headlines for successfully transforming into a businesswoman with her self-launched underwear brand, 'NINASSONG'. Despite facing initial challenges, such as receiving only one order a day, the brand has recently expanded its business by opening a global online store. Song Ji Hyo is known to be actively involved as both the brand's CEO and model, participating in everything from product planning and design to fabric selection and wear testing.
NINASSONG, a women's underwear brand launched in December 2024, is a project Song Ji Hyo prepared for approximately eight years. Bras are priced around 55,000 won, and panties are in the low to mid-20,000 won range. The brand is characterized by witty product names like 'Red Flavor Curious Khaki Bra' and 'Greenlight Bra with Dark Intentions'. It also sells various items such as pajamas with soju illustrations and oversized terry cloth dresses, with reversible bras being highlighted as a main product emphasizing practicality and functionality.
Bloggers have noted Song Ji Hyo's direct involvement as a model, wearing bra tops in photoshoots, and have positively reviewed her healthy physique and professional poses. They also highlighted that her candid confession about early business struggles actually garnered more interest and support from consumers, concluding that Song Ji Hyo's authentic participation contributed to the brand's growth.