The K-Pop Star Fronts The Launch Of The House’s New Fragrance, Miutine
Miu Miu has appointed Jang Wonyoung as its beauty ambassador for Japan and Korea, further expanding its relationship with the K-pop star as it enters the fragrance category.
The 21-year-old singer, known mononymously as Wonyoung, will front the campaign for Miutine, the brand’s new fragrance set to launch in April. Created by perfumer Dominique Ropion, the scent is described as a classic chypre with a playful, fruity twist.
Already a brand ambassador for Miu Miu, Jang’s expanded role reflects her growing influence across fashion and beauty, particularly in key Asian markets. In a statement, the brand described her as “one of the most influential young icons of her generation,” citing her ability to embody “modern femininity and unapologetic individuality” aligned with the house’s identity.
Jang first rose to prominence in 2018 after winning the Mnet reality show Produce 48, later debuting with the group Iz*One before joining IVE in 2021. The group has since become one of South Korea’s most commercially successful acts, with Jang emerging as a leading figure within the global K-pop landscape.
Her influence extends beyond music. Jang has secured partnerships with brands including Fred, Bulgari, Tommy Jeans, and skincare label Dr. Althea, while building a substantial digital presence with more than 15 million Instagram followers and strong engagement across Chinese platforms. In 2024, her name generated more than 3 billion mentions on Xiaohongshu, placing her among the most visible K-pop figures in the market.
That same year, she was cited by Launchmetrics as one of the Asian celebrities driving media impact value during Paris Fashion Week, contributing to a total of $425.5 million across the Fall 2024 season.
The announcement comes as IVE prepares for an active year, following the release of its second studio album Revive+ in February and ahead of its 2026 “Show What I Am” world tour, which will include stops across North America this summer.
With the Miutine launch, Miu Miu continues to align its beauty expansion with culturally resonant talent, positioning Jang at the center of its strategy in Asia.