In K-pop, female idols are typically chosen as ambassadors for fashion, beauty, or food brands. But in a truly unprecedented move, WJSN’s Dayoung has broken every stereotype by becoming a global ambassador for a construction machinery brand.
In November 2023, Hyundai Group officially announced Dayoung as an ambassador for DEVELON, its construction equipment division. The idol even filmed commercials operating forklifts and heavy machinery—earning widespread attention for her unexpected but impressive skill set.
Dayoung was reportedly “treated like royalty” by the DEVELON brand, according to Korean media.
So why was a brand traditionally associated with male-dominated industries drawn to a female K-pop idol?
A Certified Excavator Operator—For Real
Behind Dayoung’s bright, feminine image lies a genuinely unique passion: construction machinery. She holds an official license to operate excavators under three tons and is known to skillfully handle heavy equipment.
Fans were first introduced to this surprising side of her through the variety program WorkDol, where Dayoung showcased her excavator-driving skills while working on a farm. What initially seemed like a novelty quickly proved to be authentic expertise.
She is currently the only known female idol in K-pop with a licensed excavator certification.
This rare hobby ultimately led DEVELON to select her as their ambassador—an unconventional but highly effective branding decision that emphasizes skill, passion, and breaking gender norms.
From “Jeju Island’s Daughter” to Variety Powerhouse
Born Im Dayoung on May 14, 1999, Dayoung is the youngest member of WJSN (Cosmic Girls) under Starship Entertainment. Raised on Jeju Island, she proudly embraces her roots and is affectionately called “Jeju Island’s daughter” by fans.
Known for her bubbly personality and endless energy, Dayoung has earned the nickname “Vitamin Idol.” Since WJSN’s debut in 2016, she has served as a lead vocalist, lead dancer, and variety ace—contributing to hit songs such as Save Me, Save You and As You Wish, as well as the group’s victory on Queendom 2.
In 2020, she debuted as part of WJSN’s sub-unit Chocome, whose retro-style tracks Hmph! and Super Yuppers! went viral for their playful concepts and addictive choreography.
Solo Breakthrough and Career Reinvention
Dayoung’s career reached new heights in September when she made her solo debut with ‘body’. She stunned fans with a dramatic transformation—losing 12kg and reinventing herself with a bold, athletic image.
The song saw a meteoric rise on Korean charts, jumping more than 270 spots on Melon in just one day, eventually breaking into the Top 10 and reaching No.1 on Bugs. She later won Best Rookie at the 2025 Korean Grand Music Awards and earned a nomination for Best Female Solo Artist at MAMA 2025.
A New Blueprint for Female Idols
From operating excavators to dominating charts, Dayoung’s journey defies every conventional expectation placed on female idols. Her appointment as a DEVELON ambassador is more than a headline—it represents a cultural shift in how idols can redefine influence beyond beauty and entertainment.
What once seemed unimaginable has now become iconic: A K-pop idol becoming the face of heavy construction machinery—simply by being authentically herself.
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