South Korean actress Song Ji-hyo (宋智孝), widely known for her role on the popular variety show Running Man, ventured into entrepreneurship by launching her own lingerie brand, "Nina.Ssong," becoming its CEO. When the brand released its campaign photos, she personally modeled the collection, showcasing her figure and curves in various lingerie styles. However, her celebrity-backed business journey has not been as smooth as expected. She has previously revealed on multiple occasions on the show that her side venture has caused considerable stress, even confiding in fellow host Yoo Jae-suk (劉在錫).
Song Ji-hyo's personal financial situation, including her lingerie brand, recently became a topic of discussion during an episode of Running Man. In the latest episode, aired on the 8th, cast members disclosed their stock accounts and monthly living expenses, which unexpectedly brought Song Ji-hyo's side business status to light, sparking heated debate among netizens.
Song Ji-hyo officially launched her lingerie brand in December 2014, after approximately eight years of preparation. She was involved in nearly every aspect, from product planning and fabric selection to shooting campaign photos, personally modeling, and promotion, dedicating significant effort to the brand. Despite her commitment, the brand's sales performance since its launch has fallen short of expectations.
She previously revealed that despite eight years of preparation for her venture, the brand initially received "only 1 or 2 orders a day" after its launch. Later, she mentioned that daily sales hovered around 2 or 3 items, admitting that the most vexing aspect of running the brand was "money," indicating that her entrepreneurial path was not as glamorous as outsiders might perceive.
To expand into overseas markets, Song Ji-hyo also opened a global online store last November, hoping to take her brand international. However, the recent mention on the show that the brand is still operating at a loss has drawn renewed attention to the current state of her business venture.
Following the news, netizens' reactions were sharply divided. Some questioned, "Why talk about this on the show?" and "There's no need to worry about a celebrity's affairs," or even "Isn't this just promoting the brand on the show?" They suggested that revealing business difficulties on a variety program might be a tactic to generate buzz and boost product sales.
Conversely, many netizens offered words of encouragement to Song Ji-hyo, acknowledging that entrepreneurship is inherently challenging. Comments included, "I hope the brand she prepared for 8 years succeeds," "Running a business is truly not as easy as it seems, it's a pity," and "It's truly amazing how she personally models and works so hard to manage it," expressing admiration for her dedication and effort.
In fact, Song Ji-hyo's entrepreneurial journey has been far from easy, but she has received considerable support from her close friends. In the past, fellow Running Man cast members Kim Jong-kook (金鍾國) and Ji Suk-jin (池錫辰) promoted her brand through their respective YouTube channels, significantly increasing its buzz and exposure.
Furthermore, Ji Ye-eun (池睿恩) openly praised Song Ji-hyo's lingerie brand on her YouTube show My Own Table, even revealing that she had replaced all her lingerie with Song Ji-hyo's brand, generously supporting her friend. The continuous assistance from her friends highlights Song Ji-hyo's strong relationships within the entertainment industry.
Now that Song Ji-hyo's brand, meticulously prepared for eight years, has once again sparked discussion due to Running Man, observers are keen to see if this renewed attention can translate into actual sales, potentially bringing a turning point for her long-struggling side venture.
