Hirano Sho’s Surprising Move: From Scandal to Korean Brand Endorsement

Hirano Sho, a member of the popular idol group Number_i, is garnering attention as the new face of Wonjungyo, a beauty brand by Korean makeup artist Won Jung Yo.

On the 25th (local time), foreign media outlet ORICON NEWS reported that Hirano Sho had been chosen as the promotional model for Won Jung Yo’s cosmetic brand. Hirano Sho will become the advertising model for the brand’s first hair care line, set to launch on May 1st.

Wonjungyo is a beauty brand jointly developed by Won Jung Yo Beauty and the Japanese cosmetic company Rainmakers. Named after makeup artist Won Jung Yo, it was launched in Korea and Japan in October 2022.

With the upcoming release of six hair care products centered around shampoo and treatment next month, the brand has drawn attention by selecting Hirano Sho as their new promotional model.

A brand representative said, “We were impressed by Hirano’s unique star quality, his constant efforts towards his desired self, and his drive towards his goals.” They further mentioned that Hirano Sho is a unique figure who can visualize the brand’s concept of “Hair you want.”

When asked about his feelings about being chosen as the first hair care line model, Hirano Sho responded, “I am extremely pleased and honored to work with Mr. Won Jung Yo, who is a determined and detail-oriented individual.”

However, some have expressed surprise that a star who once sparked controversy for his derogatory comments about Korea has become the model for a Korean-related brand. Last March, Hirano Sho visited Korea for a TV shoot and made dismissive remarks about the country, provoking a backlash from Korean netizens.

When the host asked him if he knew Korean during the show, he replied in Chinese with phrases like “Wo ai ni” and “Xie Xie.” He looked around and commented, “There are surprisingly tall buildings.” When asked about the capital of Korea, he answered, “Baku,” which is a Japanese pronunciation of a typical Korean surname, Park.

Hirano Sho continued his careless attitude in subsequent interviews, referring to his visit to Korea as ‘Tomorrow’ instead of ‘Visit to Korea,’ which stirred up controversy. Some strongly criticize the word ‘Tomorrow’ as an indication that he views Korea as a colony of Japan and that visiting Korea is no different from visiting Japan.

Meanwhile, Hirano Sho is a former idol group King & Prince member. After moving from his previous agency, Smile Up (formerly Johnny’s), to TOBE, he re-debuted as Number_i with Jinguji Yuta and Kishi Yuta on January 1st.