On March 5, 2025, Starship Entertainment announced that IVE Jang Wonyoung has been appointed as the ambassador for Malto, a popular Vietnamese F&B brand. As part of this collaboration, Wonyoung will represent the brand in Vietnam and participate in various activities throughout 2025, especially under the “Shake It Off” campaign.
Wonyoung has become an influential role model for young people globally, including in Korea, by promoting the “Lucky Vicky” philosophy, which emphasizes overcoming challenges with optimism. Malto shares this vision, aiming to empower teenagers to discover their potential and grow, much like how Wonyoung inspires youth to chase their dreams confidently.
The “Shake It Off” campaign draws inspiration from shaking Malto’s drinks for a better taste, symbolizing how young people should shake off their worries and difficulties with a positive attitude. The campaign encourages teens to embrace both achievements and setbacks as part of their journey toward growth.
Bui Hoang Sang, the brand’s representative, expressed confidence in selecting Wonyoung as the ambassador due to her ability to maintain a positive mindset despite obstacles and her widespread influence on the younger generation. The partnership is expected to resonate not only in Vietnam but also in Korea.
Wonyoung, reflecting on her own experience as a teenager in the industry, shared her understanding of the pressures that young people face. She expressed her hope to be a supportive figure for teens, offering a sense of friendship through her work. She also shared her excitement about partnering with Malto, a beloved brand among Vietnamese youth, and looks forward to engaging with fans more closely.
Meanwhile, Wonyoung’s group, IVE, will host their third fan concert, “IVE SCOUT,” on April 5 and 6, 2025, at the KSPO Dome in Seoul to connect with their fans.