Actor Song Kang is starting the new year on a strong note after being selected as the new advertising model for a major fashion brand, marking the beginning of his full-scale activities in 2026.
On January 16, casual fashion brand POLHAM announced Song Kang as its newest brand icon. The company cited his broad appeal, trend-driven image, and strong connection with digital-era consumers as key reasons for the partnership.
Song Kang has steadily built a global fanbase through a diverse filmography that spans genres and platforms. He gained international recognition through Netflix series such as Love Alarm and the Sweet Home franchise, while also delivering notable performances in JTBC’s Nevertheless and SBS’s My Demon. His consistent presence in high-profile projects has positioned him as one of Korea’s most influential young actors.
A representative from POLHAM stated, “Song Kang is more than a popular actor — he is an icon who communicates most effectively with today’s digital-savvy consumers. His approachable yet trendy image aligns perfectly with POLHAM’s ‘Happy Together’ brand direction.”
The brand added that throughout 2026, it plans to showcase refined casual styles that can be enjoyed by a wide range of generations, with Song Kang at the center of its campaigns. By partnering with an actor admired across age groups, POLHAM aims to strengthen its connection with consumers and expand its lifestyle-driven branding.
With this endorsement deal, Song Kang signals a dynamic start to the year, raising expectations for his upcoming projects and activities across entertainment and commercial platforms alike.