Recently, Korean media reported that the high-end Korean cosmetics brand Sulwhasoo appointed actress and announcer Choi Hwa Jung as its newest ambassador.
As the new ambassador, Choi Hwa Jung attended her first official event on September 10 at Sulwhasoo House in Bukchon, Seoul.
The actress expressed her excitement in her new role: "It's an honor to be a Sulwhasoo model at the age of 64."
Choi Hwa Jung has recently seen a remarkable resurgence in popularity, as her YouTube channel “Hello, This is Choi Hwa Jung” attracted over 500,000 subscribers in just 2 months after its launch.
The actress and broadcaster's videos have racked up millions of views. The things she eats, drinks, wears, and recommends all go viral.
In the cosmetics industry, it is considered unusual for a beauty brand ambassador to be a broadcaster in her 60s.
Since its launch in 1997, Sulwhasoo has maintained a “no model” policy for over 20 years. However, in 2018, the brand appointed actress Song Hye Kyo as its first model.
In 2022, Blackpink's female idol Rose succeeded Song Hye Kyo and became Sulwhasoo's global ambassador.
During her 2 years with Sulwhasoo, the female ambassador has been recognized many times in the financial reports of Amorepacific Group. Rose has contributed to the impressive increase in sales for the brand around the world.
Sulwhasoo also showed favor by putting Rose in dozens of global campaigns, covering many countries.
However, Korean audiences think that it is reasonable for an older actress like Choi Hwa Jung to replace Rose. Because Sulwhasoo seems to have a target customer group that is not young people, but mainly middle-aged people.
The public is also curious about Rose's new direction after ending her contract with Sulwhasoo. Before collaborating with Sulwhasoo in August 2022, the "On The Ground" singer was an ambassador for YSL Beauty.
Rose is currently serving as a global ambassador for many luxury brands, including Saint Laurent, Tiffany & Co., Rimowa, and Puma.
