Song Ji Hyo draws attention with natural silhouette in new lingerie shoot

Actress Song Ji Hyo is drawing attention once again for her unique dual role as both a lingerie brand CEO and its model. By personally scouring the Dongdaemun market to inspect products and showcasing new items on her own body on the same day, she has demonstrated the image of a "hands-on CEO" rather than a star simply lending her name to a business.

On the 29th, Song released photos on SNS with the caption, "Dongdaemun inspection after a long time." She was seen wandering the Dongdaemun area in comfortable attire—a black T-shirt, jeans, a hat, and a mask—to inspect products and fabrics. While the market setting is a far cry from the glamorous daily life of a star, it serves as the most realistic workspace for someone directly operating a brand.

On the same day, the brand's official SNS released a new photoshoot featuring Song as the model. Wearing bra top and panty sets in three colors—green, red, and black—Song put the products themselves at the forefront without excessive props or decorations. The images, which emphasized natural silhouettes rather than heavy retouching, caught the eye.

While her slim waist and long legs were prominent, some photos also revealed the natural lines of her abdomen. This led to mixed reactions online, with some fans commenting, "It's actually better because it's a realistic body type," and "It looks like they didn't retouch it much," alongside various opinions regarding her appearance. The photoshoot, which showed the actual texture of the body rather than a perfectly polished image, became a topic of conversation.

Additionally, Song's past drinking habits resurfaced. On her YouTube channel, she admitted to past reports, stating, "There was a time when two of us drank 8 bottles of soju" and that she "drinks on an empty stomach." When asked about the frequency of her drinking, she surprised many by revealing, "Until just two weeks ago, I drank five times a week.""

However, Song has recently chosen moderation. In a video released on the 10th, she stated, "What I am doing lately is moderating my drinking," and even shared a humorous anecdote about her mother telling her, "Don't drink outside, drink at home."

As the person who once confessed to drinking five times a week discusses a change in lifestyle, interest in her health and physical management has naturally followed. Song entered the innerwear business last year. Rather than simply lending her name, she directly participates in product planning and promotion while serving as the model. In the early stages of the business, she honestly confessed, "I am very worried because we only receive one or two orders a day," but later stated that sales have since increased.

For Song, who has expanded her territory from actress to entrepreneur, this photoshoot holds more meaning than a simple lingerie advertisement. She is simultaneously performing the roles of the brand's face and its manager by wearing the products she created, promoting them herself, and visiting the market personally. Attention is now focused on how far Song's journey will go as she prioritizes the reality of her business and a natural appearance over a glamorously packaged star image.