Hallyu star So Ji-sub has been chosen as the new face of women's lingerie brand Vivien, making him the first man to ever model for a women's lingerie brand in Korea.
Even in the lingerie industry, it is a brave move as brands usually covet only the very top actresses to feature in their advertisements in order to draw attention from female consumers. Vivien is hoping its radical departure from convention will succeed by appealing to women from an emotional rather than sensual standpoint.
So, the former STORM jeans model whose pan-Asian appeal saw him star in the Chinese romantic comedy "Sophie's Revenge" with Zhang Ziyi two years ago, has lately been sought by companies to boost their sales. He has so far modeled for smartphones, IT products, electronic home appliances, consumer goods and beverages. Vivien's decision to use him confirms his position as one of the most sought after models in the country.
Meanwhile, So has been busy in recent months opening up his own coffee shop on July 22. Named partly after his management agency 51K, the cafe is located in Apgujeong-dong, in southern Seoul.
His latest movie role, a tragic love story about a former boxer who falls for a woman who is losing her eyesight, is slated for release this fall. The movie, "Only You", is likely to continue to add to his fan base of female audiences -- and consumers of lingerie.