P&G Korea has officially named Jang Won-young, beloved member of the chart-topping K-pop group IVE, as the new brand ambassador for its leading fabric softener line, Downy. The announcement coincides with the launch of Downy’s latest product innovation—a fabric softener designed to replicate the sensation of sun-dried laundry, catering especially to urban consumers who lack outdoor drying space.

Jang’s youthful and vibrant image, along with her strong influence across fashion and lifestyle spheres, made her a natural fit for Downy’s refreshed brand identity. Known for evoking a sense of lightness, charm, and modernity, she embodies the clean, revitalizing feeling that Downy aims to deliver with every wash.

The new Downy formula focuses on convenience and comfort, offering consumers an effective solution that infuses laundry with a fresh, breezy fragrance—even when dried indoors. P&G Korea noted that partnering with Jang allows the brand to reach a broader audience, particularly younger consumers seeking elevated everyday experiences.

Image Credit: P&G Korea