Song Kang just landed a new gig as the face of POLHAM, one of Korea's top casual wear brands. It's another big endorsement for him—no surprise, considering how much he's showing up everywhere, from TV dramas to Netflix hits and even international markets.
The brand's decision reflects Song's broad appeal and growing recognition as a trendsetter. Known for his clean visuals and approachable image, Song has become a familiar face across generations, aligning with POLHAM's positioning as a casual brand that emphasizes comfort and everyday style.
In explaining the choice, a POLHAM brand representative highlighted the actor's relevance in today's media-driven landscape.
The representative said, "Song Kang is not just popular; he is an icon and influencer who can communicate most effectively with consumers in the digital age. His unique friendly yet trendy image perfectly aligns with POLHAM's 'Happy Together' brand direction." The remarks were reported by Koreaboo.
Song has steadily expanded his global footprint through a wide range of acting projects. He has starred in Netflix's "Love Alarm" and "Sweet Home," JTBC's "Nevertheless," and SBS's "My Demon," demonstrating versatility across romance, fantasy, and thriller genres.
His consistent visibility on international platforms has helped solidify his reputation as one of Korea's most recognizable young actors, according to coverage from Naver.
POLHAM positions itself as a brand focused on accessibility and individuality, promoting casual wear that allows "anyone to enjoy and express their own style comfortably."
With "Happy Together" as its slogan, the company has built a strong domestic presence and was named the grand prize winner in the Basic Casual category at the 2025 Korea First Brand Awards for three consecutive years, as noted in reports cited by Koreaboo.
Looking ahead, the brand outlined its strategy for working with the actor. In a separate statement, POLHAM shared its plans moving forward.
The brand stated, "In 2026, through Song Kang, POLHAM plans to present sophisticated casual styles enjoyed by various generations in daily life. With his trendy visuals and status as an icon renowned across generations, we will engage more closely with consumers." This statement was also reported by Naver.
With Song Kang leading their campaigns, POLHAM wants to sharpen its reputation as a modern casual brand and build even stronger ties with its customers, both in Korea and overseas.
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