Choi Ye-na named SPRX brand muse; Asia tour encore set for August 22–23

Choi Ye-na is the new brand muse for SPRX, a diet specialist label. YH Entertainment announced the deal on July 10.

She'll appear in content and campaigns promoting SPRX's brand identity and product lines. An SPRX representative said her "healthy and positive image aligns well with the direction the brand pursues" and hoped "the value of the brand and products" could reach audiences "more familiarly" through the partnership.

This adds to endorsements already in her portfolio: liquor, gaming, wireless earphones, hair care, skincare, and an online shooting game character collaboration.

Meanwhile, the title track Catch Catch from her fifth mini-album LOVE CATCHER is gaining traction on global short-form platforms. (That momentum clearly made her more attractive to brand partners.)

Choi Ye-na will hold an encore concert titled 네모로부터 시작된, 잡힐 듯 말 듯 한 이세계 : 극장판 on August 22 and 23. It closes out her Asia tour. No venue was specified.