Jeon Somi Brand Ambassador & Endorsement
JEON SOMI
AMBASSADOR & ENDORSEMENT
Jeon Somi contributed to her "Human Vitamin" image, which is also often referenced as one of many reasons she was considered for the endorsement offers she has received.[97] She became the muse for Japanese skincare brand Hada Labo[105] and cosmetics brands Kiss Me[106] and Shiseido Korea, where she was also appointed as brand ambassador.[107] Jeon also became a model for skincare brand COSRX.[108] She has since become a brand spokesperson for ABC Mart's shoe brand Nuovo[109] and was selected as an endorsement model for Beanpole Sports[110] and fashion brand United Colors of Benetton Korea.[111] In February 2022, she became the brand ambassador for Converse.[112] In May 2023, she became an ambassador for The North Face.[113] Outside of the beauty and fashion industries, Jeon was selected as a model for Nongshim's snack Petit Paris Rollbread[114] and hangover product HK inno.N.[115][116] Jeon has also been invited to participate in campaigns for Fanta,[117] Reebok (Classic SS18 campaign, "Always Classic"),[118] Louis Vuitton (2021 Eyewear Global Campaign),[119] and Prada's Eternal Gold line.[120]
In October 2021, Jeon became the public relation ambassador of Ministry of Culture, Sports and Tourism and participated in "Korea Contents Week" campaign. There's a lot more Brand Ambassador and Endorsement that Somi bags every year and here's the list :
2016
Alaska Salmon
Jeon Somi's connection to "Alaska Salmon" refers to her first major solo commercial film (CF) endorsement campaign in 2016. [1, 2]
Shortly after rising to fame as the top winner of the survival show Produce 101 and debuting with the project girl group I.O.I, she was selected as the brand model for CJ Alaska Salmon, a canned salmon product line by CJ CheilJedang. [1, 2, 3]
The endorsement became memorable among K-pop fans due to several key highlights:
- The "Yum Yum" CF Song: As part of the promotional campaign, Somi released a special, quirky commercial music video featuring a reworked version of the song "Yum Yum" (a song she previously performed during a concept evaluation on Produce 101). The lyrics were adapted to praise the taste of the canned salmon. [1, 2, 3]
- First Solo Fanmeeting: Following the success of the commercial, the brand hosted Somi's first-ever solo fan meeting and fansign event on June 10, 2016, which was highly celebrated by her fanbase. [1, 2]
The campaign showcased her "It Girl" potential early in her career, proving she could carry major brand promotions completely on her own.
Spam
Jeon Somi was selected as the commercial model for the "Spam Salmon Set" by food company CJ CheilJedang. [1]
The endorsement began early in her career in 2016, right after her rise to fame as the center of the project girl group I.O.I following her 1st-place finish on Mnet's survival show Produce 101 (which was produced by CJ E&M). [1, 2]
Key details of the collaboration include:
- Special Edition Packages: CJ CheilJedang released a limited-edition "Spam Jeon Somi Special Edition" gift set featuring her image on the packaging, which became highly collectible among fans.
- The "Spam Salmon" Campaign: The promotional campaign paired South Korea's massively popular CJ Spam with CJ's canned salmon products, using Somi's bright and energetic image to appeal to younger consumers. [1, 2]
SK Telecom
Jeon Somi’s collaboration with SK Telecom dates back to 2016, shortly after she rose to fame by winning the survival show Produce 101 and debuting as the center of the project girl group I.O.I. [1]
As one of South Korea's most sought-after rookie commercial film (CF) stars at the time, Jeon Somi and her fellow I.O.I members landed a major endorsement deal with SK Telecom, the country's leading mobile carrier. [1, 2, 3]
- LG G5 Commercial: In July 2016, Somi starred in a prominent SK Telecom commercial showcasing the unique modular features, clear HD display, and camera capabilities of the LG G5 smartphone. [1]
- "T-World Will Go On" Campaign: The endorsement was tied to SK Telecom’s broader connection with students and youth, which also included high-profile joint brand promotions and school events alongside groups like BTS. [1]
- Limited Edition Photocards: As part of the promotion, SK Telecom released highly collectible collaboration merchandise, including individual student-themed and seasonal I.O.I photocards that remain popular among collectors.
This early corporate partnership helped establish Somi's massive mainstream marketability in South Korea before she transitioned into her highly successful solo career under The Black Label.
Etude House
Jeon Somi collaborated with the South Korean beauty brand Etude House (alongside her former group I.O.I) in 2016 for promotional campaigns and special product releases. [1, 2, 3]
- Timeline: Jeon Somi worked with Etude House around 2016 following her rise to fame with I.O.I.
- Products & Collectibles: The partnership featured branded cosmetic items and limited-edition merchandise, including official double-sided Jeon Somi Etude House x I.O.I Photocard collectibles.
- Signature Looks: Her association with the brand helped popularize youthful, vibrant K-beauty trends, such as rosy pink lip tints and soft gradients.
Shoot For Love
In July 2016, Somi and I.O.I bandmates Nayoung and Kyulkyung partnered with the charity/football campaign Shoot For Love.
Petitzel Éclair
Jeon Somi as a member of the project girl group I.O.I, starred in a major commercial campaign for CJ CheilJedang's dessert brand, Petitzel, to promote their Petitzel Éclair line. [1, 2, 3]
- The Product: Petitzel Éclair is a French-style convenience dessert consisting of a elongated choux pastry filled with sweet cream and topped with chocolate. [1, 2, 3]
- The Campaign: The promotional campaign featured a dedicated I.O.I x Petitzel Éclair Commercial Music Video. [1]
- The Concept: Somi and her fellow I.O.I members performed a bright, energetic dance routine accompanied by a catchy commercial song that described the creamy, sweet flavors of the dessert
2017
Fanta Orange
Jeon Somi has been a prominent brand model for Fanta in South Korea. Her long-standing partnership with the beverage brand began in 2017, chosen largely due to her bright, energetic, and youthful image. [1, 2]
In a highly popular 2019 campaign, she was joined by her close real-life friend, Lee Dae-hwi (AB6IX). The dual promotion used a "1 Person, 1 Fanta" theme to emphasize enjoying the drink with friends, assigning a signature flavor to each idol: [1, 2, 3]
- Jeon Somi: Represented the classic Fanta Orange flavor.
Reebok Classic
- "Always Classic" Global Campaign: In 2018, Somi starred in Reebok's "Always Classic" global campaign alongside major international stars like Gigi Hadid, Ariana Grande, Teyana Taylor, and Lil Yachty. The campaign celebrated individual self-expression and people who push past standard conventions. [1, 2]
- Featured Footwear: Throughout her partnership, she modeled several of Reebok’s most iconic heritage silhouettes, most notably the Club C (including the "Back to the 90's Club C" visual series), Classic Leather, and Workout Plus. [1, 2]
- Creative Concepts: Her promotions spanned across commercial films (CFs) shot in Los Angeles, retro-styled print media, and casual street-style imagery utilized heavily across Reebok Korea social channels
Skoolooks
Jeon Somi served as an official model for the South Korean school uniform brand Skoolooks from 2017 to 2018. [1]
- Campaign Details: She promoted the brand alongside fellow models like Han Hyun-min and Joo Hak-nyeon.
- Cultural Significance: Her selection as a face for the brand drew significant attention as part of a campaign featuring mixed-race/multicultural teens in South Korea.
Elite Uniform
Jeon Somi the highly popular K-pop soloist and former center of the project girl group I.O.I, modeled for the famous South Korean school uniform brand Elite Uniforms (Elite School Uniform) starting in 2016 and 2017. Alongside her fellow I.O.I members and other rising stars, she participated in iconic promotional photoshoots showcasing preppy, vibrant, and stylishly tailored high school uniforms.
Sudden Attack Nexon Game
Jeon Somi collaborated with Nexon’s popular first-person shooter game, Sudden Attack, during her time as a member of the project girl group I.O.I. [1, 2, 3]
- In-Game Character: Nexon released exclusive, limited-edition in-game character skins based on Jeon Somi and fellow member Jung Chae-yeon. The playable avatars featured custom outfits and unique character voicelines recorded by the idols themselves.
- Promotional Events: To promote the update, Nexon hosted an official, exclusive "Sudden Attack" Fanmeeting in June 2017. Players who completed specific in-game events and puzzle challenges were granted entry to meet the stars in person
Samsonite Korea
Jeon Somi has a well-documented connection with Samsonite Korea, specifically serving as a prominent brand model for their youthful and contemporary sub-brand, Samsonite Red, early in her career. [1, 2]
Following her massive rise to fame with I.O.I, Jeon Somi was selected as an official campaign model for Samsonite Red Korea. She participated in high-profile television commercials (TVCs), lookbooks, and promotional pictorials showcasing the brand’s trendy line of backpacks, crossbody pouches, and casual lifestyle bags targeted at students and young professionals.
Jambange Jeans
Jeon Somi was selected as the official brand model for the Korean denim fashion line Jambangee for their Fall/Winter campaign.
During this highly popular partnership, she showcased a variety of casual denim styles alongside the famous YG dancer duo, the Kwon Twins (Deukie and Dony). The ad campaigns highlighted tight-fitting skinny jeans, distressed denim, casual flannel layering, and classic double-denim looks.
American Tourister
Jeon Somi served as a prominent brand ambassador and endorsement model for American Tourister, a well-known luggage brand, between 2017 and 2018. [1, 2, 3]
Following her meteoric rise to fame through the survival show Produce 101 and her time with the project girl group I.O.I, she was selected to front several major advertising campaigns for the luggage giant. [1, 2]
2018
Wetskills Foundation
Jeon Somi is an Official Ambassador for the Wetskills Water Challenge, an international innovation and challenge program focused on water-related issues and youth networking. [1, 2]
- Appointment: She was officially inaugurated as a Wetskills Ambassador during an event in Leeuwarden, Netherlands, in September 2019.
- Role: She helps raise awareness for global water challenges, sustainability projects, and international student-case design programs involving water management.
Giverny
Jeon Somi worked as an endorsement model and featured in a beauty pictorial for the South Korean cosmetics brand Giverny (지베르니) in early 2018. [1, 2]
- Campaign Period: March 2018
- Brand: Giverny (known for base makeup products like foundations and cushions)
- Context: The endorsement arrived shortly after her rising popularity from Produce 101 and I.O.I, showcasing her beauty visuals in promotional campaigns and photo shoots.
Jeon Somi participated as an official torchbearer for the 2018 PyeongChang Winter Olympics torch relay in January 2018. [1, 2]
- 2018 PyeongChang Winter Olympics Torch Relay: Somi carried the Olympic torch in January 2018 as part of the promotional buildup for the Winter Games held in South Korea.
2019
Beanpole Kirsch
Jeon Somi served as an endorsement model for Beanpole Sport and its collaborative collection with the South Korean street-wear brand KIRSH around May 2019 (2019 Spring/Summer pictorial), shortly before her official solo debut. [1, 2, 3]
- Campaign: Beanpole Sport x KIRSH 2019 S/S Collection
- Co-model: Ong Seong-wu also featured in Beanpole Sport campaigns alongside Somi around that period.
- Context: The promotion took place right before Somi made her solo debut with the single "Birthday" on June 13, 2019. [1, 2, 3, 4]
2022
Barrel
Jeon Somi has famously modeled for both of these prominent South Korean sportswear and activewear brands, appearing in major seasonal modeling campaigns. [1, 2]
- The Campaigns: She participated heavily in their 2019 Spring/Summer and Summer collections.
- Key Concept: A notable highlight from this era was the Beanpole Sport x Kirsh collaboration, which featured colorful, youthful beach-ready lifestyle pieces, graphic tees, and playful sportswear matching her bright vitasom.
Converse
2021
The Korean President Representative
Jeon Somi holds a unique position as a cultural and diplomatic representative of South Korea, heavily tied to her identity as a prominent K-pop solo artist. The term "Korea representative" in relation to her typically refers to the following roles: [1, 2]
- Official Public Relations Ambassador: In October 2021, Jeon Somi was officially appointed as the Public Relations Ambassador for the Ministry of Culture, Sports, and Tourism. In this role, she fronted the "Korea Contents Week" campaign to help promote Korean culture and creative contents globally. [1]
- Global Fashion Ambassador for Concept Korea: In September 2025, she was named the Global Ambassador for Concept Korea, a major global fashion initiative hosted by South Korea's Ministry of Culture, Sports, and Tourism alongside the Korea Creative Content Agency (KOCCA). Through this appointment, she serves as the global face introducing prominent K-fashion brands to an international audience. [1]
- The "National Center" Title: During her breakout stint on the survival reality show Produce 101 in 2016, she won first place to become the center of the project girl group I.O.I. She earned the heavily coveted title of "National Center"—a public moniker meaning she was chosen by the South Korean public to represent the face of the group. [1, 2, 3]
- Triple Citizenship Identity: Somi has openly discussed using her international platforms to bridge her diverse background. Born to a South Korean mother and a Dutch-Canadian father, she holds triple citizenship (South Korea, Canada, and the Netherlands) and proudly carries three passports. Because she faced identity struggles as a child of mixed heritage, earning titles like the "National Center" solidified her strong desire to represent South Korea proudly. [1, 2]
If you want to know more about her work representing Korea, I can tell you about:
- Her recent K-fashion global promotions at international fashion weeks.
- Her music career under The Black Label, including her recent albums and collaborations.
- Details on her triple nationality and how she navigates her background.
Louis Vuitton
- Global Brand Ambassador: Jeon Somi was selected as a global brand ambassador for Louis Vuitton (including their eyewear and collections) starting in May 2021. [1, 2]
- Notable Moments:
- She drew attention for wearing and promoting various Louis Vuitton pieces, such as the Pre-Fall collections and luxury monogram face masks.
- She went viral in the past for customizing and painting a unicorn design directly onto her own Louis Vuitton handbag.
Samsung
Jeon Somi signed as an official brand ambassador for Samsung Electronics in early 2021. Throughout her partnership, she has been the face of multiple major product rollouts, aligning her stylish, youthful image with Samsung's mobile lineup.
Benetton
Jeon Somi became the new face and brand ambassador for Benetton Korea starting with their Fall/Winter 2021 (FW21) collection. [1, 2]
- Role: Campaign model and face of Benetton Korea.
- Timeline: Announced and launched in October 2021 alongside her solo music promotions (such as Dumb Dumb and her first album XOXO).
- Campaign Focus: Colorful, youthful, and casual styling featuring the signature vibrant aesthetics of United Colors of Benetton
2022
Samsung
Jeon Somi signed as an official brand ambassador for Samsung Electronics in early 2021. Throughout her partnership, she has been the face of multiple major product rollouts, aligning her stylish, youthful image with Samsung's mobile lineup.
Coca Cola
Jeon Somi has a long-standing history with The Coca-Cola Company, both as an official brand model for their beverage lines and through prominent brand event appearances. [1, 2]
- Fanta Brand Ambassador: Jeon Somi became a prominent face for Fanta (a major brand under The Coca-Cola Company) starting in the summer of 2017. [1]
- Joint Campaigns: In 2019, Coca-Cola paired Somi with her close friend and fellow idol Lee Dae-hwi for a highly refreshing joint campaign under the Fanta brand, capitalizing on their real-life chemistry and shared trainee days. [1, 2]
- Olympic Torch Relay: As an endorser for the beverage giant, Somi participated as an official torchbearer for the 2018 PyeongChang Winter Olympics, appearing at official Coca-Cola promotional zones and photo walls. [1]
- Public Events: Over the years, she has made high-profile promotional appearances for the brand, including the viral 2018 Coca-Cola Hongdae Event in Seoul. [1]
COSRX
Jeon Somi is the official Global Brand Ambassador for COSRX. She was first appointed by the popular South Korean skincare brand in March 2022 to represent them internationally due to her bright, energetic aura and healthy skin.
L'Oreal Paris
Jeon Somi was selected as an official endorsement model and brand ambassador for L'Oréal Paris in January 2022. [1, 2]
- Campaign Focus: She starred in promotional campaigns and video advertisements for L'Oréal Paris's hair care and box hair dye line (such as Excellence and Parisian chic/vibrant color collections).
- Gen Z Icon: L'Oréal Paris selected her for her perky, hip, and versatile image that resonates with Gen Z.
Petit Paris
Jeon Somi is the official endorsement model for Nongshim’s Petit Paris (쁘띠파리), a popular Korean snack line that includes items like Petit Paris Rollbread and butter cookies.
Condition Stick
Jeon Somi is a brand ambassador for Condition (컨디션), South Korea's top-selling hangover relief and liver-care brand.
Alba Heaven
Jeon Somi has served as an endorser and model for Alba Heaven (알바천국), a popular South Korean part-time job portal and platform, starting around 2019 and continuing through subsequent years with various commercial campaigns and promotional events.
Kiss Me
Jeon Somi is a well-known brand ambassador and muse for the popular cosmetics brand Kiss Me. Her ongoing partnership with the brand features numerous high-resolution photoshoots, product endorsements (such as their famous mascara lines), and promotional campaign.
Somi was selected as the face of Kiss Me Korea due to her bright, energetic, and "human vitamin" image, which perfectly aligns with the brand's vibrant makeup aesthetics.
Nintendo Switch
Jeon Somi has a well-known history with the Nintendo Switch, primarily serving as a prominent official brand model and commercial star for the console in South Korea.
Hada Labo
Jeon Somi is an official brand model and ambassador for the Japanese skincare line Hada Labo. [1, 2, 3] Hada Labo selected Somi because her bright, healthy, and energetic image matches the brand's philosophy of simple, clean, and effective skincare. [1, 2]
Shiseido
Jeon Somi served as a brand muse and ambassador for Shiseido Korea, and regularly features Shiseido products in her beauty routines.
Nuovo ABC Mart
Jeon Somi was selected as the official brand model and spokesperson for NUOVO, a footwear brand owned by the shoe retailer ABC Mart. [1]
- Announcement: The collaboration was officially announced in February 2019, just prior to her solo music debut.
- Role: She starred in promotional campaigns, pictorials, and TV commercials for NUOVO's shoe collections throughout 2019.
Prada
Jeon Somi serves as an official global brand ambassador for the luxury fashion house Prada, a position she has held since October 2022. Known for her playful, "Barbie-like" visuals and confident style, she regularly makes headlines for her appearances at the brand's major international events and high-fashion campaigns. [1, 2, 3]
- The Global Debut (2022): She was introduced as a face of the brand by headlining the global campaign for Prada Eternal Gold, the world's first fine jewelry line crafted entirely from certified recycled gold, alongside figures like Amanda Gorman. [1]
- "No Pants" Trend at Prada Mode Osaka (2025): Somi drew massive public attention at the Prada Mode event in Osaka, where she boldly styled a high-fashion jumpsuit in a striking "no pants" look paired with a neon green fringed clutch. [1]
- Prada White Sun (2026): More recently, she joined fellow ambassador Kim Tae-ri in Seoul to open the exclusive Prada White Sun pop-up at the Lotte Department Store Jamsil Avenuel. [1]
- Fashion Week Regular: From Milan to Tokyo, she frequently represents the house at seasonal collections (such as Prada FW24 and SS24), routinely showcasing her custom "get-ready-with-me" processes and editorial features in major fashion magazines like Harper's Bazaar Korea, Vogue Korea, Vogue Singapore, Vogue Thailand, Dazed Korea, W Korea.
Lacoste
Jeon Somi serves as a global brand ambassador for the French fashion label Lacoste.
- Appointment: Announced as a global brand ambassador for Lacoste in June 2022, collaborating alongside a fashion-sport launch featured in Dazed Korea.
- 90th Anniversary: Participated in Lacoste's milestone celebrations, including brand events in Seoul (Namsan) and international activations.
- Paris Fashion Week: Attended the Lacoste Fall/Winter womenswear runway show during Paris Fashion Week in March 2024.
- "Play Big" Campaign: Starred in Lacoste's global "Play Big" campaign, which featured her interacting with oversized, stylized crocodile installations in vibrant athletic and leisure wear.
Busan Expo
Jeon Somi served as an official promotional ambassador for South Korea’s bid to host the World Expo 2030 in Busan. As part of this high-profile campaign, she joined a fictional, cross-over project K-pop group called X4, created specifically to generate global awareness and support for the city’s bid. [1, 2]
Jacquemus
Jeon Somi collaborated with the French fashion brand Jacquemus for a high-profile pictorial and feature in DAZED Korea in November and December 2022.
Bucellati Milan
Jeon Somi collaborated with the Italian luxury jewelry brand Buccellati Milan for a digital cover and editorial feature in Vogue Korea released in May 2026 (titled "What I saw last night" / "보석처럼 빛나고, 꿈처럼 낯선"). [1, 2]
- Publication: Vogue Korea Digital Cover (May 2026)
- Brand: Buccellati Milan
- Creative & Styling Team: Team Chloe Collective (Stylist Lee Yoonkyung), Photographer Kim Sinae, Hair Ryu Dongho, and Makeup Lee Nakyeum.
- Previous Collaboration: Jeon Somi also worked with Buccellati and Harper's Bazaar Korea for a high-jewelry digital pictorial in June 2022.
Moetchandon
She has frequently partnered with or attended high-profile events sponsored by the luxury brand, showcasing her personal style and status as a prominent fashion influencer:
- Brand Campaigns & Events: Somi has worked in collaboration with Moët & Chandon for exclusive brand features, social media threads, and pictorials. She is frequently invited to high-profile luxury events across Asia where the champagne maison serves as a primary partner.
Rimowa
Jeon Somi attended the Rimowa promotional and ice rink opening event in collaboration with Banyan Tree Club & Spa Seoul on December 9, 2022
2023
The North Face White label
Jeon Somi serves as a prominent brand ambassador for The North Face White Label, the brand's exclusive South Korean streetwear and lifestyle division. Known for her street-chic aesthetic and high energy, she frequently headlines their regional fashion campaigns, seamlessly blending athletic performance gear with everyday urban fashion. [1, 2, 3]
- Myeongdong Lounge Grand Opening (October 2026): Jeon Somi attended 6the high-profile launch of the new The North Face White Label Myeongdong Lounge store in Seoul. Partnering with Vogue Korea, she showcased key seasonal pieces like the ultra-lightweight Kalix LT Down Jacket. [1, 2]
- Seasonal Collections (2023–2026): She has modeled across several seasonal campaigns, including the "Hot Summer" beachwear lines featuring ice-cooling t-shirts and sneaker sandals, as well as their signature winter "Super Collection" puffer jackets and urban backpacks
- Global Ambassador Tours (2024–2025): Beyond her domestic schedule in South Korea, Somi expanded her brand presence by headlining massive promotional events and fansigns internationally. This included a highly publicized appearance at the Taipei 101 reopening in Taiwan, alongside an Asia tour hitting Malaysia, Singapore, and Beijing where fans were treated to photo sessions and hand-signed items. [1]
- Behind-the-Scenes Material: Official recaps and vlog diaries—such as the "SOM-THING" series on JEON SOMI's Official YouTube Channel—frequently offer fans a look at her preparation for these activewear campaigns and promotional schedules.
Ulike Beauty
Jeon Somi serves as the brand ambassador and muse for Ulike, a popular beauty and hair removal device brand. [1]
- Campaign Partnership: She starred in official commercial films (CFs) and promotional campaigns for Ulike, including the "Ulike & JEON SOMI" full 60-second and 15-second CFs released in April and May 2023. [1, 2, 3]
- Brand Focus: The collaboration highlights Ulike's at-home IPL hair removal devices (such as the Ulike Air series) alongside Somi's confident, modern aesthetic.
Lululemon
Jeon Somi serves as an ambassador for Lululemon, notably leading the brand's "Find Your Wellbeing" mental health and wellness campaign in Seoul, South Korea. [1, 2]
- Campaign Focus: Launched in October 2023, the initiative centers on holistic wellness, mental health, emotional balance, and human connection.
- Co-Ambassador: She partnered alongside K-pop icon Taeyang of BIGBANG for the campaign launch.
- Somi's Wellbeing Practices: Somi highlights using physical movement, dancing, and Taekwondo to process her emotions and maintain a connection between her mind and body.
2024
Sunkist
Jeon Somi is the face of the Sunkist Soda launch campaign in South Korea, released in April 2024 by Kwang Dong Pharmaceutical. [1, 2, 3]
- Campaign theme: "Sunkist is Back! From California" showcasing a fresh, vibrant, and youthful California vibe.
- Animation & design: Cobb Studio created the character designs and 2D/3D motion graphics for the commercial.
Revolve
Jeon Somi was named the first-ever global brand ambassador for fashion retailer Revolve on October 17, 2024. [1]
- Global Ambassador: Jeon Somi serves as Revolve's first global brand ambassador, aiming to bridge K-pop culture and fashion for a Gen Z audience.
GLYF
GLYF is a bold and whimsical K-beauty brand launched by South Korean-Canadian K-pop soloist Jeon Somi in April 2024. Developed in partnership with the global beauty platform Beaubble, the brand focuses on empowering self-expression. Its name is inspired by ancient Egyptian hieroglyphs, representing individual shapes and stories that invite users to create their own unique beauty canvas. [1, 2, 3]
- Illuétte Highlighter Palette: The brand's debut product, featuring four versatile, buildable shades (Pink, Champagne, Icy Blue, and Lavender Beam) designed to achieve a signature K-pop glow. Jeon Somi chose a highlighter as her first launch because it is her favorite makeup step to experiment with and customize. [1, 2, 3]
- Glue Gloss: A line of hydrating lip glosses marketed under the tagline "sticky, but pretty". They feature a distinct chubby, shovel-shaped applicator and are available in five shades (Chewy Bubble, Somi’s Honey, Cheroo, Peachy Ooze, and Maple Glaze). [1]
- Other Products: The collection has expanded to include items like People Patch No. 2 (star-shaped acne patches) and the Hue Spread Stick line. [1, 2]
- Market Expansion: While initially launched online, GLYF expanded its reach into Southeast Asian markets like Singapore and Malaysia, notably through partnerships on platforms like Zalora. [1, 2]
2025
d'Alba Piedmont
- Italy Gala & Trip (April 2025): Jeon Somi attended the exclusive d'Alba Piedmont gala dinner and after-party event at Lake Como in Italy.
- Fashion & Look: She made headlines wearing a bold backless black mini dress paired with red bottom high heels and red nail art. Other notable international attendees included actress Irina Shayk and Indonesian actress Nikita Willy.
- Marie Claire Korea Collaboration: She also partnered with the brand for an official
SOMI x d'Albaeditorial photoshoot featured in Marie Claire Korea. - Vlog & Behind-the-Scenes: The brand and Somi documented the Italian trip and event through official video logs and social media features.
Christian Louboutin
Jeon Somi attended the Christian Louboutin Spring/Summer 2026 women's collection fashion show during Paris Fashion Week on October 2, 2025, at the Dojo de Paris in France. [1, 2]
- Attire: All-black leather "no-pants" look featuring a black leather jacket, black shorts, and glossy high boots (Kasia No Do Bata, inspired by ballet shoes).
- Accessories: A sparkly black statement bag with a thick chain, long sparkly earrings, and bold red eyeshadow/eyeliner makeup.
- Airport & Other Appearances: Prior to the show, she drew attention in Christianapon's 'St Roch' city-inspired loafers for her airport fashion, and she has continued receiving personalized gifts and engagement from the brand (such as a note reading "To Somi with ❤️ C Louboutin"
Concept Korea
Jeon Somi serves as the global ambassador for Concept Korea, a state-supported fashion initiative by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA).
- Paris Fashion Week 2026 S/S: Somi represented the initiative at the Palais de Tokyo in Paris on September 29–30, 2025.
- Featured Korean Designers: She showcased and spotlighted prominent Korean fashion labels including KIMHĒKIM, BONBOM, and RE RHEE.
- Dazed Korea Partnership: Her involvement was highlighted alongside an e-edition and cover feature with Dazed Korea to promote the presence of Korean contemporary fashion on the global stage.
KIMHĒKIM
RE RHEE
2026
Mark Gong
Jeon Somi attended the Mark Gong SS27 fashion show during Shanghai Fashion Week in October 2026. [1, 2]
- The Event: Somi traveled to Shanghai to attend the Mark Gong Spring/Summer 2027 show on October 14, 2026, capturing significant attention online for her stunning looks. She was also spotted celebrating later at the Mark Gong After Party. [1, 2, 3]
- History with the Brand: This event marks a continuing relationship between the pop star and the designer. Earlier in March 2026, Somi teased the brand's AW26 "BITCHUATION" collection by posing in their signature full black lace sets. [1]
- Busy Schedule: Her appearance at Shanghai Fashion Week comes amidst a packed international schedule, which included travel to Hong Kong for Alice & Olivia just days prior, alongside continuous work in the music studio preparing for her next comeback. [1]
ByRedo
Jeon Somi attended the Byredo "Future Memories" Eau de Parfum launch pop-up event in Seongsu-dong, Seoul, on September 10, 2026. [1, 2]
- Date: September 10, 2026
- Location: Seongsu pop-up store (7 Yeonmujang 11-gil, Seongdong-gu), Seoul, South Korea
- Occasion: Byredo "Future Memories" new fragrance collection and pop-up store opening.
Foodology
Jeon Somi is the official brand muse and model for the health and diet brand Foodology (푸드올로지) as of June 2026. [1, 2]
- Announcement: Announced as the new muse in June 2026, representing the brand's energetic and confident style.
Madhappy
Jeon Somi partnered with Los Angeles-based lifestyle brand Madhappy to celebrate the launch of their first South Korean flagship store in Seoul on September 5, 2026. Known for her bright and optimistic energy, Somi acted as the face of the launch, getting an exclusive early look at the space and sharing her top picks from the brand's premium streetwear offerings. [1, 2, 3, 4, 5]
Somi starred in a promotional campaign highlighting Madhappy's exclusive Seoul Capsule collection, which features localized graphic hoodies, sweats, and lifestyle pieces available strictly in-store. In a released "Somi Pick" video walkthrough, she explored the flagship's unique layout and curated her favorite cozy, California-inspired essentials.
Alice & Olivia
Jeon Somi attended the Alice + Olivia "World of Stace" cocktail party in Hong Kong on October 9, 2026. [1, 2]
- Outfit: She wore the black Viviana Lace Gown from Alice + Olivia
- Style: A gothic-inspired, romantic, and edgy black lace dress that balanced elegance and glamour.
Global Explore
THE BLUE HOUSE
On March 1, 2021, Jeon was invited by The Blue House to commemorate the 102nd anniversary of the Korean Declaration of Independence. The ceremony was held at Tapgol Park in Jongno District, Seoul and attended by President of South Korea, Moon Jae-in.[69] She recited a reading from the March 1 Declaration of Independence alongside foreign activist descendants, entirely in the Korean language. The Blue House revealed they selected Jeon as a multicultural representative for her popularity as an idol promoting Korean content worldwide.[70] Jeon and most members of I.O.I reunited on their fifth debut anniversary with the livestream special Yes, I Love It! on May 4; only members Kyulkyung and Mina were absent.[71]
CNN
Jeon Somi has been featured on CNN in multiple projects exploring her career, background, and Korean culture :
Spirit of Seoul (2024): Jeon Somi was spotlighted in CNN International's Spirit of Seoul segment, where she discussed her identity as a Korean-Canadian-Dutch artist, her music studio work, and her background as a fourth-degree Taekwondo black belt. [1, 2, 3, 4]
https://youtu.be/HBeVRu3k4Fc?si=ir8lC45udY2TeE8j
K-Everything (2026): Jeon Somi appeared as a guest interviewed by Daniel Dae Kim in the CNN Original Series K-Everything, where she spoke about her resilience as a "survivor" and "fighter" in the K-pop industry, starting her training at JYP Entertainment at age 12, and overcoming childhood bullying related to her mixed heritage. [1, 2, 3]
https://youtube.com/shorts/IgMxhY-9YfI?si=et2WoJ4I_meFO
https://www.instagram.com/reel/DYM3IcvjNAb/?psln=Zng0cTdoaDhpam5
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