Song Ji-hyo's Underwear Brand NINASSONG Just Went Global

Song Ji-hyo launched her underwear brand #NINASSONG in December 2024 — and the origin story is genuinely one of the more compelling founder arcs in K-fashion right now. She spent eight years planning it, sourced fabrics herself at Dongdaemun textile markets late into the night, and went through dozens of sample revisions before a single piece hit the market. That level of hands-on involvement is rare for a celebrity-fronted label, and it shows in how the brand is positioned: comfort-first, everyday wearability, no borrowed-name energy.

The early months were rough by her own admission. She appeared on fellow entertainer Kim Jong-kook's YouTube channel "Jimjongkook" and broke down describing days when the brand received exactly one order. That kind of raw honesty from a celebrity founder — not a PR-managed struggle narrative, but actual tears on camera — flipped the script entirely. Domestic consumers responded, and international fans started pushing hard for a global store.

The new campaign dropped on the 10th via the brand's official SNS, and it's doing the work visually. Song Ji-hyo pairs a fresh denim look with this season's new bra-top style, keeping the aesthetic natural rather than overtly lingerie-coded. The standout piece from the new drop has been nicknamed "Eojang Gwanri Top" — a witty Korean phrase that roughly translates to something like "the top that keeps everyone on the hook" — and it's been spreading fast through word of mouth.

The global expansion is now live across eight Asian markets: Indonesia, the Philippines, Malaysia, Thailand, Vietnam, Taiwan, Hong Kong, and China. For international fans who've been watching NINASSONG from a distance, the global store removes the last barrier. The brand's whole pitch — high-quality basics designed for real daily wear, built by someone who actually cares about the fabric — translates well beyond Korea, and the Southeast Asian and Chinese-speaking market rollout suggests the team knows exactly where the fanbase lives.