The global boy group JO1 has captured fans' attention by radiating refreshing and soft charms as models for the shampoo brand 'Sorule.'

Recently, the official JO1 Instagram featured advertisement photos with Sorule along with a message containing their philosophy on hair. The post included the phrase "Together with JO1 in 2026," along with a detailed explanation of the "soft hair" the brand pursues.

Through this advertisement, JO1 delivered the message, "The hair you want to have is always soft," emphasizing 'softness' as the answer found by Sorule. In particular, they showcased their professional beauty model side by promoting the '3-layer approach' repair system that goes beyond simple cleansing to care for the inner, middle, and outer layers of the hair.

In the photos, the members displayed soft gazes and healthy, shining hair that matched the brand's image. They stimulated fans' desire to purchase by perfectly embodying the 'Breeze line' for silky-soft hair and the 'Aqua line' for moist-soft hair according to the characteristics of each line.

Released to mark the new year, this advertisement serves as a signal for JO1's extensive activities in 2026. Critics say the group's sophisticated yet friendly image meets the freshness of the shampoo brand to create a great synergy.

Global fans who saw the post responded enthusiastically, saying, "I think every shampooing moment will be happy with JO1," "The members' hair looks so good that it's highly convincing," and "I support JO1 and Sorule in 2026."