Cover From luxury fashion houses and beauty campaigns to banks, beverages and household names, Wonyoung’s endorsement portfolio reaches far beyond K-pop (Photo: for_everyoung10/Instagram)
From luxury fashion houses and beauty campaigns to banks, beverages and household names, Wonyoung’s endorsement portfolio reaches far beyond K-pop (Photo: for_everyoung10/Instagram)
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Wonyoung’s endorsement portfolio spans luxury, beauty and lifestyle brands. Here’s every major partnership
Few fourth-generation K-pop idols have built a commercial portfolio as extensive as IVE’s Jang Wonyoung. Since her debut, she has become a familiar face across luxury fashion, beauty, technology, finance, food and lifestyle campaigns. Brands ranging from Italian fashion houses to Korean banks have selected her as an ambassador, model or campaign representative, reflecting her visibility both within South Korea and internationally.
What makes Wonyoung’s endorsement portfolio notable is its range. Luxury jewellery, haircare, outdoor apparel, cosmetics, contact lenses, beverages and financial services all sit alongside one another. Some partnerships are global ambassador appointments, while others focus on specific regions or product categories. Several brands have also expanded their relationship with her over time, moving from campaign appearances to long-term ambassador roles.
As of 2026, Wonyoung continues to represent a mix of established international names and major Asian brands. Below is a guide to the most prominent Wonyoung partnerships, what each role involves and why these companies chose her as part of their marketing strategy.
Read more: From Prada to Dunkin’: Enhypen’s brand deals and endorsements in 2026
Luxury & fashion
Miu Miu
Wonyoung’s relationship with Italian luxury house Miu Miu is among her longest-running fashion partnerships. Frequently associated with the brand’s youthful aesthetic, she has appeared in campaigns, attended fashion events and regularly worn its collections in official appearances. Her connection with Miu Miu became so visible that fans and media often referred to her as a “human Miu Miu”. The brand formally identified her as an ambassador and continued featuring her across campaigns and collections through the mid-2020s.
Bvlgari
In 2025, Italian luxury brand Bvlgari announced Wonyoung as an ambassador. The partnership expanded her presence within the luxury jewellery category and added another major European fashion house to her portfolio. Campaign imagery featured her wearing pieces from the brand’s signature collections, including its jewellery lines and watches.
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New Balance
Wonyoung has appeared in campaigns for New Balance Korea, featuring the brand’s seasonal sportswear and sneaker collections. The partnership aligns her with one of the most recognisable global athletic labels, often used in Korea to bridge performance wear and everyday styling. Her visuals have been used across digital and promotional materials focused on casual sports-inspired looks.
Beauty & tech
Dyson Korea
Wonyoung joined Dyson as an ambassador for the company’s beauty and hair device category in South Korea in 2025. Her campaigns focused on products such as the Dyson Airwrap and other hair styling devices. In 2026, the partnership expanded further when she was appointed Asia-Pacific ambassador for Dyson Hair Devices, extending her role beyond Korea.
Kérastase
French professional haircare brand Kérastase named Wonyoung a brand ambassador in 2024. The partnership aligned with the company’s focus on premium haircare products and salon treatments. She later appeared in regional campaigns, including ambassador activities in Japan.
Amuse
K-beauty cosmetics company Amuse introduced Wonyoung as its model in 2023. She became one of the most recognisable faces of the brand’s lip tints, blushes and colour cosmetics, appearing across advertising campaigns, product launches and promotional materials.
Dr Althea
In 2026, skincare brand Dr Althea appointed Wonyoung as its global model. The company cited its international expansion plans as part of the reason for the partnership, positioning her as a representative for its clean beauty image in overseas markets.
Hapa Kristin
Coloured contact lens brand Hapa Kristin has also worked with Wonyoung as a representative model. The partnership places her within a category that frequently collaborates with K-pop idols because of its close connection to beauty and styling trends.
Lifestyle & apparel
Tommy Jeans
In August 2024, Wonyoung became a global ambassador for Tommy Jeans. The appointment connected her with the brand’s international denim and casualwear campaigns and marked one of her most significant global fashion ambassador roles outside luxury.
Eider
Outdoor apparel company Eider selected Wonyoung as a model for its outdoor and athleisure collections. The partnership introduced her to a category distinct from luxury fashion and beauty, highlighting performance and everyday wear.
Rolarola
Korean fashion label Rolarola announced Wonyoung as its model in 2024. The brand is known for youthful casualwear and has featured her extensively across seasonal collections and advertising campaigns.
Woori Bank
In 2025, Woori Bank selected Wonyoung as its promotional model. She fronted campaigns for the bank’s digital services, including Woori WON Mobile and Woori WON MTS, helping the company promote its financial products to younger consumers.
Food & other endorsements
Jim Beam Highball
Wonyoung has appeared as a campaign endorser for Jim Beam Highball in South Korea, fronting promotional materials for the ready-to-drink product line. The collaboration places her within the alcoholic beverage category’s local advertising space, where celebrity-led campaigns are commonly used to target younger adult consumers. Her involvement has been focused on regional marketing rather than a global brand ambassadorship role.
Downy Korea
Household products brand Downy appointed Wonyoung as a model for its Korean campaigns in 2025. The partnership extended her reach beyond fashion and beauty into everyday consumer goods.
Malto
Vietnamese beverage company Malto announced Wonyoung as its ambassador in 2025. The collaboration reflected her growing visibility across Southeast Asia and marked one of her more prominent endorsements outside the Korean market.
Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
