On the November 8 episode of SBS’s Running Man, the cast members revealed their stock investment portfolios and monthly spending. When Song Ji Hyo handed over her phone, saying, “I think my monthly expenses are pretty high too,” Yoo Jae Suk took a close look at the figures.
Yoo Jae Suk then commented, “Ji Hyo is running a business right now, isn’t she? The losses just keep coming.” In response, the production team gave Song Ji Hyo three R Coins as a gesture of consolation. However, the specific amount of the reported losses was not disclosed during the broadcast.
Song Ji Hyo launched her lingerie brand, Nina Ssong, in December 2024. At the time, she revealed that she had spent approximately eight years preparing both her fragrance and lingerie businesses. She even shared how she personally visited Dongdaemun’s fabric market and selected the materials for her products. Song Ji Hyo also modeled for the brand’s promotional photos herself.
However, concerns arose in February last year when Yoo Jae Suk revealed on Running Man that the brand was receiving only one or two orders per day. Although Song Ji Hyo responded with a somewhat bitter smile, she clenched both fists and declared, “I’m going to work hard.”
And she followed through on that promise by getting personally involved.
In May last year, Song Ji Hyo appeared on Ji Seok Jin’s YouTube channel, Jeeseokjin World, where she was shown visiting the fabric market and helping make pajamas as a gift for Ji Seok Jin. While cutting the fabric herself, she joked, “My hand almost cramped up from all that cutting.”
She also admitted, “A lot of people seem to think I’m only the model,” explaining that she was personally involved in everything from design and material selection to sales strategies.
At the time, her employees revealed that sales had increased after Kim Jong Kook introduced the brand on his YouTube channel. Song Ji Hyo continued releasing new products and, in June this year, expanded the brand’s online sales channels to reach international customers.
On September 29, the brand’s official social media account unveiled a new promotional photoshoot. Song Ji Hyo once again stood in front of the camera, personally modeling bras and lingerie in black, red, and green. As the company’s founder, she continued to take on the role of the brand’s promotional model as well.
Despite personally wearing, making, and promoting the products, Song Ji Hyo had already revealed how frustrating it could be to get people to recognize the brand.
Back in March, she struggled to answer a question on her YouTube channel about the most difficult part of running a lingerie company.
“If I talk about it right now, I might cry.”
She then opened up about the feelings she had been holding back.
“Our products are so good, but I’m really sad that so many people don’t seem to know about them.”
Sources: Naver