Roy Kim Becomes the New Face of BYC Underwear Brand

Singer-songwriter Roy Kim has been chosen as the new exclusive model for the underwear brand BYC.

Roy Kim, whose real name is Kim Sang-woo, will begin his role as BYC's exclusive model starting with the Spring/Summer 2026 season, becoming the brand's representative face. This collaboration is particularly meaningful as it began from a 'special connection that started by chance.'

Last year, a video of Roy Kim performing live in a BYC undershirt went viral online, sparking significant interest. This content led to a playful interaction between Roy Kim and BYC through social media comments, capturing public attention.

Roy Kim has also been loved for his natural and down-to-earth appearances in his own live content, often seen wearing running shirts. This relatable image contrasts with his emotional balladeer persona on stage, offering fans a different kind of connection.

In the BYC photoshoot, Roy Kim showcased various products, including running shirts, in his unique style, creating a healthy yet sophisticated vibe. The photoshoot captures Roy Kim's soft charisma and natural charm, promising a strong synergy with the brand.

A BYC representative expressed, “We are delighted to collaborate with Roy Kim, an icon of singer-songwriters. We expect his youthful and positive energy to bring a new image to the brand.”

Currently, Roy Kim is actively engaging in both music and broadcasting. Since his debut in 2013 with the hit song 'Spring Spring Spring,' he has consistently released popular tracks like 'Only Then,' 'If You Ask Me What Love Is,' and 'I Can't Express It in Words,' establishing himself as a leading balladeer in South Korea. His charming and approachable personality, showcased in variety shows like 'The Manager' and 'Running Man,' has broadened his appeal beyond the music stage.

By Yeji Ryu, TenAsia Reporter ryuperstar@tenasia.co.kr