Jun Ji-hyun’s Selling Power Is Giving A Korean Fashion Brand A Boost

South Korea's fast-fashion market is shifting away from a race to the bottom on price. As shoppers pay more attention to fabric, fit, and versatility, Topten is betting that star power and actress Jun Ji-hyun can help turn everyday basics into must-have pieces.

The SPA brand, run by Shinsung Tongsang, is leaning into that shift with its "Good Wear" strategy, built around the idea of clothes that are good enough to wear every day. The focus is on comfortable fits, practical designs, and versatile pieces at accessible prices.

But Topten added a major selling point in March by naming Jun Ji-hyun as its brand ambassador. In her first campaign, the actress modeled pieces from the brand's summer performance line, Cool Air Cotton, alongside denim styles and other everyday basics.

The numbers suggest her star power is already translating into consumer interest. Naver brand-search data show searches for Topten stores rose 261% year-on-year in March and 307% in April. Industry observers say the ambassador effect, combined with the launch of the seasonal line, helped boost both brand awareness and interest in visiting physical stores.

The effect was also visible in sales. Cool Air Cotton sales jumped about 50% year-on-year in March, while the women's crew-neck T-shirt worn by Jun Ji-hyun saw sales rise 68% during the same month after the campaign visuals were released.

Cool Air Cotton is Topten's flagship summer range, featuring cooling-to-the-touch fabric, quick-dry construction, and UV protection. Designed to work beyond the gym, the line can also be worn as office attire, travel clothing, or everyday basics.

And the Jun Ji-hyun effect hasn't stopped at one T-shirt. Sales have also increased for the Cool Air Cotton double-knit relaxed-fit T-shirt, denim oversized shirt, scuba half-zip, semi-wide denim, and cool wide denim.

That kind of response is exactly what Topten's "Good Wear" strategy is aiming for: turning practical basics into pieces consumers actively want to wear with one of Korea's biggest stars helping put them on the radar.

"This year we're focused on communicating the value behind 'clothes good enough to wear every day' more clearly to consumers," a Topten representative said. "The recent search trends and sales of our core products are meaningful because they show that interest in both our brand message and our seasonal products is growing at the same time."

The brand plans to continue releasing products built around performance fabrics and basic designs that easily fit into everyday wardrobes. With Jun Ji-hyun fronting the campaign, Topten appears to have found a powerful way to make "everyday wear" feel a lot more desirable.