Shinsegae International has appointed Yeonjun, a member of Tomorrow X Together, as the Asia-Pacific (APAC) brand ambassador for the global lifestyle brand UGG, which it imports and sells. The announcement was made on September 25.

Although UGG has previously used male models for specific collections on a one-off basis, this is the first time it has signed an official contract. In response to the recent rapid increase in sales of men's products, UGG plans to actively target the fall and winter peak seasons by utilizing a male model.

From January to September 2025, UGG's men's product sales recorded a significant growth of 135% compared to the same period last year. This demonstrates that UGG is strengthening its marketing strategy aimed at male consumers.

Tomorrow X Together is a leading K-pop group loved by fans worldwide for their distinctive music and performances. In particular, Yeonjun has gained great popularity not only for his musical activities but also for his trendy and unique style across various fields such as fashion and beauty. UGG decided to select him as a model, judging that Yeonjun's image aligns well with the values the brand pursues.

Starting this month, Yeonjun will showcase various stylings featuring UGG against the backdrop of downtown Seoul in the 2025 fall and winter season campaign, which will be released sequentially. A Shinsegae International UGG representative stated, "As interest from male consumers in UGG has recently increased, we plan to carry out various marketing activities both online and offline this season together with Yeonjun."

UGG selected Yeonjun as an ambassador to expand the brand's image and consumer base, reflecting UGG's growing interest in male consumers. This campaign is expected to contribute to creating new consumer trends by combining Yeonjun's fashion sense with UGG's products.

Through collaboration with Yeonjun, Shinsegae International plans to raise awareness of the UGG brand and further expand its male consumer base. Yeonjun will personally wear various UGG products and convey the brand's appeal to consumers.

UGG aims to strengthen its brand identity and effectively promote its products to male consumers through the partnership with Yeonjun. This collaboration is expected to highlight UGG's men's product lineup even more.

UGG will continue to release products that reflect the needs of male consumers and plans to deliver the brand's diverse charms to consumers through collaboration with Yeonjun.