- KIEN's inspiring story aligns with Klair's brand values... enhancing synergy and local campaigns in Vietnam
- “Fresh Love in Vietnam” campaign to kickstart localized marketing efforts
 

Wishcompany (CEO Soungho Park), a global beauty brand and content company, has announced that its sensitive skincare brand, “Dear, Klairs” (hereafter “Klairs”), has appointed ARrC’s KIEN as its official brand ambassador in Vietnam. ARrC is a rising boy band under MYSTIC STORY.

Marking 10 years in the Vietnamese market this year, Klairs has solidified its presence as a leading K-beauty brand through constant sales and awareness. The company is now taking its next step towards becoming a national brand with a series of dynamic local initiatives. KIEN's appointment as brand ambassador marks the beginning of this new move.

KIEN is a member of MYSTIC STORY's first-ever boy band, ARrC. A proud son of Ninh Thuan, KIEN’s unwavering passion and artistry have made him a beloved figure. His boy-like image and energetic performance on stage have captivated so many fans from all over the world. With the release of ARrC's second mini album, “nu kidz: out the box”, KIEN has showcased his remarkable skills. His image aligns with Klairs’ core value of “continuous growth through persistence,” making him the perfect fit for the role. Beyond being an ambassador, KIEN will actively engage with consumers, creating meaningful connections through various campaigns with Klairs.

Under the theme “Fresh Love in Vietnam,” KIEN and Klairs will start a project of showcasing the iconic Midnight Blue line. By intertwining KIEN's personal journey as an idol star with Klairs’ brand story, the campaign aims to deliver the message of the “journey to discover one's own beauty.” This initiative will further deepen consumer loyalty by sharing Klairs’ brand story and values.

KIEN shared, “It's an honor to join Klairs, a brand that's already well-loved in Vietnam. I look forward to spreading its positive brand philosophy and values.”

A representative from Wishcompany commented, “Dear, Klairs strives to be more than just a K-beauty brand in Vietnam. We aim to become a national brand that emotionally connects with local consumers. We believe KIEN's involvement in this project will accelerate this journey.”

Wishcompany is dedicated to further its commitment to Vietnam through initiatives such as supporting young startups, sponsoring sports events, and helping Vietnamese students in Korea.

Since 2015, Klairs has been showing a consistent growth in Vietnam. Recently, its “Supple Preparation Unscented Toner” achieved the second-highest sales across all categories at Vietnam's largest H&B store, Hasaki, setting a new benchmark for Korean brands.