Actress and television personality Song Ji-hyo is proving that persistence pays off. After previously opening up about the disappointing sales of her self-launched lingerie brand, Song Ji-hyo has now taken a major step forward by expanding the business internationally with the launch of a global online store.

On June 10, Song Ji-hyo shared a series of new promotional photos and videos through her brand’s official social media accounts. Accompanied by the caption “2026 NEW IN,” the campaign showcases the actress modeling pieces from the latest collection. The photos feature Song Ji-hyo displaying various lingerie products while exuding a confident and energetic image.

The release marks one of the brand’s biggest promotional campaigns since its launch and highlights the actress’s continued hands-on involvement in the business.

Song Ji-hyo first launched her lingerie brand in December 2024, turning a long-held personal passion into a business venture. However, the early stages were far from easy. The actress previously admitted on television that sales were much lower than expected. During variety show appearances, she revealed that the brand sometimes sold only two or three items per day.

She later shared an even more candid update during an appearance on a YouTube channel hosted by Kim Jong-kook. “The underwear isn’t selling well,” she confessed, adding that on some days the business received only a single order.

Song Ji-hyo has repeatedly emphasized that the brand is not simply a celebrity endorsement project. According to the actress, she spent eight years developing the idea and personally researched fabrics and materials before launching the business. Her dedication resonated with fans, helping increase public awareness of the brand following her candid discussions about its challenges.

The growing interest appears to have translated into momentum for the business. According to reports, the lingerie brand has now opened a global online store aimed at serving international customers, marking a significant milestone for the company. The move suggests that the brand has expanded beyond its initial domestic focus and is seeking to reach consumers worldwide. While sales figures have not been disclosed, the launch of a global storefront indicates increasing confidence in the brand’s growth potential.

Born in 1981, Song Ji-hyo celebrated the 25th anniversary of her entertainment debut this year. She first entered the industry as a magazine model in 2001 before building a successful acting and variety-show career. She remains one of the most recognizable faces on the long-running SBS variety program Running Man, where she has been a cast member since 2010.

Now balancing her entertainment career with entrepreneurship, Song Ji-hyo’s journey from publicly worrying about receiving just one order a day to launching a global online store has become an inspiring example of perseverance in the competitive fashion and retail industry.

Sources: Daum | 텐아시아