Laneige's growth secret? The reason why Jin's advertising visuals played another role.

I was truly delighted and proud to hear the news that Laneige continues its steady growth in the Asian market. Seeing the excellent results achieved in various countries, including Japan, and the consistent presence on China's Tmall, I felt that the brand is further solidifying its position as a global brand. The news that it is loved by many consumers in diverse markets was particularly impressive.

In particular, the evaluation that the marketing featuring BTS's Jin as a model led to excellent results has drawn attention. It seems that his outstanding visuals, clean and sophisticated image, and gentle aura naturally blended with the brand sensibility Laneige pursues, creating great synergy. I also felt that Jin's unique presence, which further highlights the product's appeal whenever I watch the commercials, is a major strength.