Jun Ji-hyun Named TOPTEN10 Brand Ambassador

Jun Ji-hyun (전지현) has been named the new brand ambassador for Korean SPA brand TOPTEN10, operator Shinsung Tongsang announced on March 3.

The partnership makes a deliberate statement: in an industry obsessed with the next big thing, TOPTEN10 is betting on timelessness. "Jun Ji-hyun's ability to maintain elegance without being swept up by fleeting trends closely aligns with the brand's 'Good Wear' philosophy," the company said in its official announcement.

It's a calculated move from both sides. Jun, 45, has built a career on exactly the kind of staying power that fashion brands chase but rarely achieve. From her breakout role in 2001's "My Sassy Girl" to global phenomenon "My Love from the Star," she's remained at the top of Korea's entertainment hierarchy for over two decades without a single rebrand or reinvention. The same poise that made her the nation's first lady of romantic comedy now reads as brand equity.

TOPTEN10's "Good Wear" positioning prioritizes quality basics and versatile essentials over trend-driven pieces. For a brand competing in Korea's brutal SPA landscape against UNIQLO and domestic giant SPAO, landing Jun represents a significant investment in perceived value over volume.

"From her glamorous visuals to her approachable charm, Jun Ji-hyun is seen as a versatile model who transcends eras," a Shinsung Tongsang representative stated. "We believed she could most symbolically represent the 'unchanging values' that TOPTEN10 pursues."

Building an Empire Beyond the Screen

The ambassadorship arrives as Jun continues to expand her business portfolio. In late February, property records revealed she had acquired two commercial buildings and an adjoining land parcel in Seoul's Seongsu district for a combined 46.8 billion won (approximately $32 million). The transaction, completed in September 2025 with ownership transfer finalized on February 23, 2026, adds to an estimated real estate portfolio valued at around 150 billion won.

Her holdings now include a commercial building in Gangseo District purchased for 50.5 billion won in 2022, a duplex penthouse at Acro Seoul Forest acquired for 13 billion won in cash in 2023, plus retail properties across Yongsan and Gangnam districts.

What's Next

On the acting front, Jun has two major projects in development. She's set to appear in the film "Colony" and will return to television with "Human X Gumiho" (인간X구미호), a JTBC drama scheduled for the second half of 2026.

The TOPTEN10 campaign materials have not yet been publicly released, but given Jun's track record of turning brand deals into cultural moments, the fashion industry will be watching closely.