Song Ji-hyo, beloved Running Man star, is making waves as the CEO of her lingerie and loungewear brand Nina.Ssong by personally sewing pajamas for co-star Ji Suk-jin, contributing to rising sales through her dedication and hustle.
A Personal Touch for a Fellow Star
Song Ji-hyo showed her hands-on approach in a vlog released on May 3, 2025, on the YouTube channel Jipyeonhan Sesang, titled “First Reveal! Song Ji-hyo’s Vlog | The Life of Nina Song, CEO.”
She took on the task of designing and sewing custom pajamas for Ji Suk-jin, a fellow Running Man cast member.
The process began with Song Ji-hyo measuring Ji Suk-jin’s waist, leading to a playful moment when she noted it was 95 centimeters.
“Your waist is long, and your legs are long too,” Song Ji-hyo teased, keeping the mood light.
Ji Suk-jin visited her office, where she worked diligently.
She went to Dongdaemun Market to pick out fabric, returned to her office, and completed the sewing herself.
Days later, Ji Suk-jin received the finished pajamas and was impressed.
“I look 20 years younger! I might wear this to work,” Ji Suk-jin joked after trying them on. “This is what pajamas should feel like. If I didn’t like it, you’d see it on my face—but I’m truly satisfied.”
He praised the fit and comfort, boosting Song Ji-hyo’s confidence in her work.
Rising Sales and Team Support
During the visit, Ji Suk-jin asked about Nina.Ssong’s performance, recalling earlier reports of low sales.
In February 2025, Yoo Jae-suk mentioned on Running Man that Song Ji-hyo was struggling with only one or two orders daily.
“Ji-hyo started a business recently, but she’s quite worried. She says she only gets one or two orders a day,” Yoo Jae-suk said.
HaHa encouraged her, saying:
By May, things had improved.
Song Ji-hyo’s staff confirmed a sales increase, partly due to a prior appearance on Kim Jong-kook’s YouTube channel, Jim Jong-guk.
Ji Suk-jin expressed optimism, hoping his vlog would further boost sales.
“Good products deserve to be known. I’m sure this will help even more,” Ji Suk-jin said.
Building Nina.Ssong from Scratch
Song Ji-hyo launched Nina.Ssong on December 29, 2024, after eight years of preparation.
She shared her journey on Yoo Jae-suk’s YouTube show Pinggyego in July 2024, explaining her hands-on process.
“I’ve been going to Dongdaemun, touching and feeling the fabrics and examining them closely,” Song Ji-hyo said.
The brand focuses on comfortable, functional lingerie and loungewear in neutral colors.
Song Ji-hyo models the products herself, showcasing her fit physique in promotional photoshoots.
Her Instagram post on December 28, 2024, announced the launch with the tagline:
“Offering comfort and sophistication that blends seamlessly like skin.”
Unlike many celebrity ventures, Nina.Ssong operates independently with just two staff members, without external investment.
Song Ji-hyo oversees everything, from design to production to sales.
Overcoming Early Challenges
The brand faced hurdles initially.
In February 2025, Song Ji-hyo admitted on Running Man that sales were low, causing her anxiety.
“I will work hard!” Song Ji-hyo declared, determined to push forward.
Some netizens criticized the brand’s pricing, with bras ranging from 43,000 won (about $40) to 52,000 won (about $48).
Others noted the products weren’t made in Korea, which affected some buyers’ interest.
“The pieces are slightly too expensive,” one netizen commented.
“People will only buy what they want to wear,” another said.
Despite these challenges, Song Ji-hyo remained committed, using her platform to promote the brand.
A Touching Gesture
A heartfelt moment in the vlog came when Ji Suk-jin revealed he gifted one of Nina.Ssong’s lingerie items to his wife, who loved it.
Song Ji-hyo was visibly moved.
“Thank you so much for trying it and giving feedback,” Song Ji-hyo replied.
This personal endorsement highlighted the quality of her products and her close bond with her Running Man family.
Why Lingerie?
Song Ji-hyo explained her choice of lingerie in an April 2025 interview.
“Fancy lingerie is nice for special days, but I wanted something that’s comfortable, functional, and supportive for everyday wear,” she said.
Sewing began as a hobby, but her passion for creating practical, comfortable clothing led her to launch Nina.Ssong.
Her candid humor and relentless drive have won fans’ support, who admire her perseverance.
Netizens’ Reactions
Fans praised Song Ji-hyo’s hands-on approach and youthful appearance in her photoshoots.
“She looks so youthful in the photos! Like, not a single person who does not know her would be able to guess her age, I swear!! Such an evergreen beauty,” a Reddit user wrote.
“She’s a vampire right? Either that or she’s found the fountain of youth,” another commented.
Others appreciated the brand’s style.
“The style is actually something I would love more available since you’d usually find it like athletic wear but not as normal undergarments,” a fan noted.
A Multifaceted Star
Song Ji-hyo, 43, debuted in 2001 as a cover model for Kiki magazine.
She gained fame through dramas like Princess Hours (2006) and Emergency Couple (2014), and films like A Frozen Flower (2008).
Since 2010, she’s been a core member of Running Man, known for her approachable charm.
She’s set to appear in the 2025 JTBC documentary Deep Dive Korea: Song Ji-hyo’s Haenyeo Adventure, exploring the lives of Korean female sea divers.
Current Updates
As of May 2025, Song Ji-hyo continues to promote Nina.Ssong through her hands-on approach and media appearances.
Her vlog with Ji Suk-jin has increased brand visibility, and sales are steadily rising.
Fans eagerly await updates on her entrepreneurial journey and upcoming projects.
CREDITS: Nate
