Song Ji-hyo’s Nina Song Expands Online Sales to 10 Countries

Song Ji-hyo's underwear brand Nina Song is expanding its overseas sales network after overcoming initial business slumps. The brand, which became a hot topic through her confession that orders once dropped to just one per day, has now entered online sales targeting consumers in 10 countries.

From 1 Order a Day to Sales in 10 Countries

Song Ji-hyo began a new endeavor outside of her acting career by introducing Nina Song last December. This brand is a lifewear brand centered on underwear and pajamas, known as a project in which Song Ji-hyo participated extensively, from fabric selection to the sample modification process.

At the time of the launch, she explained, “This is a project I have been preparing for for eight years,” adding, “I wanted to make underwear that women can wear truly comfortably.”

The start was not smooth. Song Ji-hyo did not hide the period when almost no orders came in during her appearances on variety shows and YouTube, even mentioning that on some days, there was only one order per day. She directly revealed the reality that a celebrity putting their name on a brand does not immediately translate into sales.

2026 New Product Pictorial Released on the 10th

In the 2026 new product pictorial released on the 10th, Song Ji-hyo stepped up personally as the brand model. The photos, pairing black and white bra tops with denim, are closer to a lifestyle styling rather than an excessively decorated advertisement.

The official mall's new product lineup includes bra tops, panties, pajamas, and camisole-style products. Names and compositions emphasizing daily wear, such as 'Eojang-gwanri Top,' 'Nina Band Bra Top,' and 'Cotton Non-wire Bra,' are also notable.

The scenes where Song Ji-hyo serves as the model also capture the direction of Nina Song. It is a brand closer to prioritizing comfort, friendly names, and the trust gained from the CEO personally wearing and explaining the products, rather than a high-priced image.

Will It Lead to Daily Consumption Beyond Fan Support?

Expansion into 10 countries is a clear change, but the evaluation of an underwear brand follows the initial buzz. Underwear is an item where fit, size, and condition after washing determine repurchase. For purchases started out of fan support to lead to everyday purchases, product descriptions, shipping, exchange instructions, and overseas customer service must be stably supported.

For Song Ji-hyo, this pictorial is a scene that goes beyond the nickname of 'Underwear CEO.' It is because, after the period of speaking about one order a day, she is now standing before consumers in 10 countries wearing the products she created herself.