Kazuha of Le Sserafim named Lululemon's brand ambassador
Lululemon, a global athletic apparel retailer, named Kazuha of Le Sserafim its new brand ambassador.
'Kazuha, ... lives like movement is the strongest way to express herself. From professional ballet to K-pop superstardom, she's constantly evolving as an artist and pushing herself to unlock what's possible,' a recent post on Lululemon's Instagram account read.
Kazuha, a Japanese member of Le Sserafim born in 2003, had spent most of her life as a professional dancer before training to become a K-pop idol.
She studied at the Dutch National Ballet Academy in the Netherlands, previously attending the Bolshoi Academy in Moscow, Russia and the Royal Ballet School in the UK.
In 2022, she officially debuted as a K-pop idol with the launch of Le Sserafim under Source Music, a HYBE subsidiary.
The brand is expected to support the artist with its lifestyle, training and performance products when she takes stages around the world.
Through this partnership, Lululemon and Kazuha will promote the 'Live Like You Are Alive' campaign to encourage people to explore something new and also enjoy movement.
'Lululemon and I deeply resonate with the idea of inspiring and supporting individuals to fully realize their potential through movement. Whether it's dancing, performing or taking a walk in nature, movement is an essential part of my life. Lululemon's exceptional products allow me to feel like my truest self and perform at my best, anytime and anywhere,' said Kazuha.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Korea Herald
2 hours ago
- Korea Herald
From Kahi to Yless: How KoreaTech CEO is building next wave of K-beauty
Lee Dong-yeol blends tradition, innovation, indie spirit to redefine K-beauty experience When you step into the flagship Yless store nestled in Seoul's historic Bukchon Hanok Village, you're greeted not just by cutting-edge skincare, but by the aroma of freshly baked bread, the hum of live music and the warmth of Korean hospitality. It's a fitting reflection of the brand's ethos: deeply rooted in tradition, yet boldly innovative. At the forefront is Lee Dong-yeol, founder and CEO of KoreaTech, whose vision is reshaping the K-beauty landscape for a new generation of global consumers. From humble beginnings to beauty innovation KoreaTech's story began in 2003 as a distributor of everyday goods. But Lee's fascination with beauty was always simmering beneath the surface. 'In the early 2000s, I was already passionate about cosmetics. I wanted to try my hand in the beauty space and that led me to ReFa, a beauty device,' he recalls. The company's pivot to beauty devices like ReFa Carat and PAO proved prescient, successfully combining technology with personal care for a rapidly growing market. The real breakthrough came in 2020 with the launch of the Kahi brand. 'Meeting customers face-to-face, I realized their biggest concerns were about basic skincare. I wanted to address the frustrations they felt with existing products and create something truly new,' the CEO said. Introduced as a new type of skincare stick known as the 'multi balm,' Kahi became a runaway success, actively expanding into overseas markets in 2023. The brand surpassed $10 million in exports from July 2023 to June 2024. Kahi is now available on global e-commerce platforms such as Amazon and has entered 11 countries, including the United States and Japan. Birth of Yless: Platform with purpose The journey didn't stop there. December 2023 saw the launch of Yless -- a K-beauty platform designed to challenge industry conventions. 'After selling Kahi both domestically and overseas, I saw that indie brands in Korea were getting great responses, but the competition on platforms was fierce. Too much effort went into chasing trends and marketing rather than product development and quality,' Lee said. With Yless, the CEO set out to change that. 'Our goal is to spotlight brands — not just products — and to introduce truly unique, high-quality items that you won't find anywhere else, offered at prices free from inflated markups. I can confidently say Yless delivers department store quality at ultra-affordable prices.' From day one, Yless was conceived as a global platform. Just a week after launching its app in the US and Japan, international orders began pouring in. 'Japan responded most enthusiastically. At Beautyworld Japan in Tokyo, buyers and consumers were amazed — seeing one company showcase 1,500 products was unprecedented.' In North America, especially among Gen Z, Yless tapped into the rising "dupe" trend — high-quality alternatives to luxury products. 'In the US, buying dupes is considered stylish. Our Bluequatica line of body washes and hand creams, inspired by global luxury fragrances, sold out almost immediately,' he said. Product diversity is another core strength. 'For foundation alone, we offer 40 to 50 shades to cater to the world's wide range of skin tones. That level of customization is rare." Beyond beauty: Building K-culture The Yless flagship store is more than a retail space. 'I wanted it to be a place where people could enjoy the atmosphere of a traditional hanok, experience culture and shop for cosmetics all at once,' the CEO said. The store hosts free live music, offers traditional Korean snacks and even organizes kimchi-making events — last October, employees made 3,000 heads of kimchi, with plans to increase that to 5,000 this year. 'It's about sharing and cooperation — the values at the heart of Korean culture and our brand.' Yless also serves as an incubator for indie brands, partnering with fewer than ten carefully selected companies that share its philosophy. 'It's hard to find partners who prioritize quality over quantity. Like a great restaurant that refuses to become a diluted franchise, we're committed to maintaining excellence,' Lee explained. The CEO is candid about the obstacles small brands face in global markets. 'On platforms like Amazon, competition is so intense that advertising fees can eat up 50 percent of revenue. It's almost impossible for small brands to survive.' Yless' solution is to minimize platform fees and let brands focus on quality, not marketing spend. Much of Yless' momentum comes from its close relationships with top-tier manufacturers. 'Our trust with manufacturers like Cosmax and Kolmar was built during the Kahi project. They supported our bold attempts to create products that didn't exist before, focusing on quality over cost,' Lee said. Fragrance, a notoriously difficult element to perfect, is a point of pride. 'The hardest part always came down to 'scent.' We partnered with a 150-year-old French company in Grasse, the world's perfume capital, to develop our dupe fragrances. They even came to Korea and we bonded over homemade meals,' he said. For Lee, Yless is just getting started. 'My goal is to build a company that lasts a hundred years. This isn't just about creating a retail space — it's about laying the foundation for sustainable global growth,' he emphasized. 'If you make a good product and offer it at a fair price, consumers will recognize its value. Even without heavy marketing, word of mouth continues to drive our growth every day.' The Top 100 Global Innovators series spotlights the trailblazers shaping Korea's future across a range of industries — from bold entrepreneurs and tech pioneers to research leaders — whose innovations are making a global impact beyond Korea. More than a celebration of success, the series offers a deeper exploration of the ideas, breakthroughs and strategies driving their achievements. — Ed. hykim@
Korea Herald
2 hours ago
- Korea Herald
Weverse Con Festival expands beyond Hybe, Weverse platform
In its third year, iconic concert expands its musical reach Weverse Con Festival, a concert organized by K-pop powerhouse Hybe's fan platform subsidiary Weverse, wrapped up this year's edition over the weekend at the Inspire Entertainment Resort in Incheon, with its musical diversity and festival structure greatly expanded. Now in its third year, the event, which originally featured only artists under Hybe or the Weverse platform, has broadened its musical palette to include non-Hybe, non-Weverse and even non-K-pop artists in its lineup. This year, rock band Nell, singer-songwriter Lee Mu-jin, musical actress Jeong Sun-ah and Min Kyoung-ah took the stage, offering festivalgoers a broader musical experience. In addition to the daytime performances at the outdoor Discovery Park stage and evening shows at the indoor Inspire Arena, this year saw a new outdoor night concert. Despite the blazing sun Sunday, large crowds gathered in front of the outdoor stage. "I was worried about the heat, but we are so thankful to see everyone smiling, enjoying the show and singing along,' said Siyeon, the vocalist of the band QWER. Musical actress Jeong Sun-ah energized the crowd with music from "Frozen," "The Greatest Showman" and "Wicked." She also delivered a cover of Day6's "Welcome to the Show.' Next up was Kyuhyun, a member of Super Junior and a ballad soloist, who closed out the daytime performances. Appearing on a stage filled with bubbles, he sang "Time with You,' waving endlessly to fans and filling the afternoon with his smooth, tender vocals. The night outdoor segment, Weverse Park Night, kicked off at 6:30 p.m. with a performance by singer-songwriter Lee Mu-jin followed by stages of BTOB's Lee Chang-sub and boy group &Team. Lee Mu-jin sang his latest single "Bird on the Edge' to a guitar accompaniment. Lee Chang-sub began with the rock ballad "Heavenly Fate,' then, taking off his jacket, switched mood with the refreshing band sound of "New Wave.' As night fully descended, &Team took the stage, blending Korean and Japanese versions of its songs to the enthusiastic cheers of its fans. Meanwhile, the indoor Weverse Con continued at Inspire Arena with high-energy performances from rising K-pop groups like Lun8, P1Harmony, UAU and TWS. The venue lit up with glamorous laser and firework effects. Each year, Weverse Con pays tribute to an artist who has left a significant mark on Korean pop music. This year's honoree was BoA, often called the "Star of Asia." Le Sserfim's Chaewon and Eunchae introduced the legendary soloist, saying, "The title of No. 1 created by a girl is not just a ranking. It was a declaration of a new era.' BoA heated up the stage with hits like "My Name," "Atlantis Princess" and "Only One." UAU and TWS joined the tribute by covering her songs "Better' and "Amazing Kiss,' respectively, creating a cross-generational collaboration. "I'm preparing a new album, aiming for an August release. I'm recording diligently and will return with good music,' BoA told the audience, promising another legendary comeback. Le Sserafim kicked off its set with "Chasing Lightning' and "Crazy." Although a back injury kept member Huh Yun-jin off the stage, the remaining four members delivered a seamless performance. "Summer is here. And when you think of summer, you think of Le Sserafim,' they teased, hinting at the group's upcoming Japanese album. The final act of the festival's final day was TXT, headlining Weverse Con Festival for the third consecutive year. They performed a 17-song set including the group's latest track "Love Language,' Yeonjun's solo "Ggum,' Beomgyu's solo "Panic' as well as Soobin and Yeonjun's unit song "The Killa" and the group's other unit track, "Quarter Life." Attendees were pleased with both the overall organization and the musical experience. "This is my second time at Weverse Con Festival. I came for TXT, but I'm really enjoying the other performances and activity booths too,' said Bella, a fan in her 20s wearing a TXT T-shirt. A Chinese K-pop fan holding a fan decorated with TWS members' photos praised the festival's convenience for international visitors. "Even though I don't speak Korean, I had no trouble getting merchandise, buying drinks or finding my way to the concert venues.'
Korea Herald
3 hours ago
- Korea Herald
Cosmosy takes big bite of New York
Rookie girl group Cosmosy left an impression on New York with a string of promotional activities, according to Sony Music Korea on Monday. In a surprise rendezvous with American weather forecaster and social media presence Nick Kosir, the four bandmates of the girl group danced together to the tune of their debut single, 'Lucky=One.' They took to Times Square for a flash mob along with a local dance crew, even making an appearance on one of the billboards at the city landmark. The group also hosted an exclusive showcase in partnership with Spotify and performed a sample of the unreleased 'Baby Don't Cry=Breaking the Love.' Cosmos, an all-Japanese girl group, debuted as a team of four in April with the single 'Lucky=One.' The music video for the tropical dance tune had attracted over 10 million views on YouTube as of May, as did that for predebut single 'Zigy=Zigy' in January.
