IVE's Jang Won-young to Promote P&G Korea’s new Downy edition

Jang Won-young of IVE models for P&G Korea’s new Downy edition, featuring a sun-dried scent. Courtesy of P&G Korea

Jang Won-young, a popular member of the K-pop girl group IVE, has been named the new ambassador for P&G Korea’s flagship fabric softener brand Downy, the household goods company announced Tuesday.

Jang took the role on the same day as the company launched a new Downy edition. According to P&G Korea, the new softener delivers a sun-dried freshness to laundry, providing convenience for those without a veranda or outdoor space to dry their clothes.

The company said it chose Jang for her image, which aligns well with Downy’s brand identity of delivering a refreshing feeling from freshly laundered clothes.

“Whenever I saw Downy, I always associated it with a refreshing scent. That image resonates with how I try to bring positive energy to my fans. I’m grateful to have the opportunity to represent the brand,” Jang said.

The company expects the K-pop megastar to help promote the new Downy product’s sun-dried refreshing effect, hoping to provide relief during the sweltering summer heat currently sweeping the country.

“An increasing number of modern households, especially single-person ones, are choosing to live without a veranda or dedicated space for drying clothes, often in one-room apartments or officetels. The recent monsoon season has also forced people to dry their clothes indoors rather than outside. These trends inspired us to develop the new product,” a P&G Korea official said.