Song Ji-hyo’s Lingerie Business in Crisis: Unimaginable Low Sales Despite Sexy Pictorial?
On the February 9th broadcast of SBS’s “Running Man”, the cast members transformed into slaves and ran around the middle of Seoul. During this episode, the cast not only had a rather embarrassing encounter with Hollywood star Robert Pattinson while dressed as slaves, but also discussed about their recent activities.
In particular, Yoo Jae-suk mentioned Song Ji-hyo, who recently started an underwear business. According to the actress, she was worried as the business seem to be failing . getting only one or two orders a day.
Hearing this, other cast members gave Song Ji-hyo sincere advice such as “It’s like that at first,” and “You have to endure a little bit,” to which the actress responded, “I’ll work hard.”
Additionally, Haha improved the mood by joking that Song Ji-hyo should “go outside of the box” and created more unique photoshoots for her lingerie line. He even said she should consider the beggar concept used by “Running Man” on that day to gain attention and push sales.
Meanwhile, previously on the January 19th, 2025 episode of SBS variety show “Running Man”, Song Ji-hyo’s lingerie brand was mentioned.
Particularly, Song Ji-hyo’s lingerie pictorial was brought up, to which Yoo Jae-suk expressed his admiration, saying, “Ji-hyo took a few bold photos”.
To this, the actress responded, “I took the photos boldly because it was underwear”, before humorously poking at the “Running Man” cast by saying, “But there were a few people who can’t make eye contact with me today.”
Meanwhile, back on December 28th, 2024 Song Ji-hyo announced the brand launch through her personal social media account with the caption, “2024.12.29. AM 10:00 OPENING.”
Previously, Song Ji-hyo revealed her plans to launch a lingerie and fragrance brand. On a web variety show, she shared, “I’m preparing to launch lingerie and perfumes. I talked to Yoo Jae-suk about it about two years ago—discussing when and how to do it. It was really hard.”
At the time, Yoo Jae-suk showed his support, saying, “You’re directly overseeing it from morning, with just two staff members, not through an external company. I hope it goes well.”, while Ji Suk-jin also wished her success, saying, “It should go global.”
The official social media account for Song Ji-hyo’s brand features the tagline, “Offering comfort and sophistication that blends seamlessly like skin.” It also showcases Song Ji-hyo herself as the model, striking poses in her products. Wearing only lingerie, Song Ji-hyo displayed her flawless and glamorous figure.
On the other hand, the actress was also recently announced to be joining JTBC’s new program “Body Cam”.