Son Ye-jin’s star power boosts golf brand

SEOUL (TVBS News) — Beloved Korean actress Son Ye-jin continues to charm audiences worldwide, confirming the extension of her endorsement contract with golf brand PIRETTI through 2024.

Despite a reduction in public appearances and film projects following marriage and childbirth, Son's allure remains undiminished and continues to stoke brand allegiance.

Son's personal passion for golf manifests on her social media platforms, where pictures of her golf attire, such as polo shirts, pleated skirts, calf-length white socks, and sneakers, attract widespread attention and admiration. This charming content, often taken from the adoring perspective of her husband, Korean actor Hyun Bin, is perceived by fans as a public display of affection.

Son's popularity in Asia skyrocketed following her performance in the Korean drama, "Crash Landing on You." Her alliance with PIRETTI has substantially boosted the brand’s product sales, with certain items from the autumn and winter collections selling out immediately after public exposure.

Son's enduring charm and immense influence continue to resonate with fans and consumers alike. As she delights in her private life and honors her professional commitments, her star shows no signs of fading.

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