OBgE Appoints Jung Yong-hwa as Hong Kong Model to Enhance Market Penetration

ADAPT, a D2C media commerce company based on life solutions and led by CEO Park Jeong-ha, announced that its K-beauty brand OBgE has appointed Jung Yong-hwa, leader of the band CNBLUE as its official model for Hong Kong.

Jung Yong-hwa is an artist who has consistently built his recognition across Hong Kong and the greater Chinese market through his drama and music activities. With ongoing engagements in both CNBLUE and as a solo artist, he has maintained communication with local fans, securing a broad fanbase with his approachable yet sophisticated image.

OBgE highlighted that Jung Yong-hwa’s consistent self-management and unique style align with the brand's values. This connection underscores OBgE's product philosophy of assisting consumers in completing their personal styles through convenient self-care routines, even amidst busy lifestyles.

The K-beauty brand OBgE focuses on offering products that can be easily and quickly used in daily routines without complex steps. Its product line includes the stick-type foundation "Natural Cover Foundation PRO," as well as "Blackhead Scrub Balm" and "Pore Zero Oil Control Sunstick," covering both makeup and skincare categories.

OBgE is experiencing growth in the Hong Kong market, driven by its product convenience and differentiated quality. In June, sales in Hong Kong increased approximately 9.6 times compared to January, with 86.2% of that month's revenue attributed to its own mall. This highlights its direct-to-consumer (D2C) strategy centered around its own online store, which has expanded consumer touchpoints.

To capitalize on the growing online presence, OBgE plans to enter Hong Kong's Watsons in the third quarter of this year. Following Jung Yong-hwa’s appointment, the brand will launch targeted content and online-offline campaigns aimed at local consumers, connecting its own mall with major offline distribution channels to enhance brand awareness and consumer interactions in the Hong Kong market.

Officials from OBgE stated, "Jung Yong-hwa has continuously communicated with fans in the greater Chinese region based on consistent self-management and his distinctive style; his natural and sophisticated image aligns well with OBgE’s brand values. Through our entry into major offline distribution channels and the model campaign, we aim to expand our consumer touchpoints and strengthen our position as a global K-beauty brand."