Koo Hye-sun's New Hair Roll Product Sparks Debate Over Pricing

Reporter Jung Da-yeon from TenAsia voices readers' opinions amidst the flood of entertainment issues. Two opposing views, which side are you on?

Actress Koo Hye-sun's newly launched hair roll product has sparked a heated debate among netizens. Priced at over $10 each, opinions are divided between those who find it expensive and those who believe the price is justified considering the innovation and technology involved.

On October 4th, Koo Hye-sun shared the official sales page link for her hair roll product on Instagram. Known for her involvement in every stage from patent application to product planning, design, naming, and branding, the product garnered attention even before its release.

However, once the product was unveiled, its pricing became a contentious issue. The hair roll is priced at 13,000 KRW (approximately $11), with a set of two priced at 25,000 KRW (approximately $21). A 10% discount event on a portal site store still leaves the price at around 11,700 KRW (approximately $9.50). Some netizens argue that the price is excessively high, dubbing it a 'price inflation controversy.'

The fact that most hair rolls on the market are priced in the lower thousands of KRW has fueled the debate. Some netizens express concerns, saying, "Spending over $10 on a single hair roll is burdensome," "It's similar to the price of rechargeable hair rolls," and "I've never considered spending this much on a hair roll."

On the other hand, many believe the price is understandable given the product's development process and technological features. The product was developed in collaboration with KAIST, and Koo Hye-sun, who was a student there until recently, participated in the entire development process, enhancing its quality. This sets it apart from standard beauty products.

Koo Hye-sun's hair roll features a unique structure different from traditional round products. Made from a high-functionality polymer composite material with a wave-shaped mold structure and silicone laminating, it can be flattened and rolled back up. Its adjustable size enhances portability and usability.

This controversy might end up being just noise. In the past, Davichi member Kang Min-kyung faced similar issues during the early days of her fashion brand. She priced shirts at nearly 300,000 KRW (approximately $250) and sold scrunchies for 59,000 KRW (approximately $50), leading to debates over pricing.

However, Kang Min-kyung explained that the pricing was due to collaboration with professional designers, use of 100% silk fabric, and a meticulous production process. She did not adjust the prices, and her brand has since grown from three employees to over 20, with new product launches rarely sparking price controversies.

As Koo Hye-sun embarks on her new journey as an entrepreneur, all eyes are on her next move. Will she adjust the pricing for broader appeal, or maintain her current pricing to uphold her brand's direction? Her decision is eagerly anticipated.

Reporter Jung Da-yeon, TenAsia light@tenasia.co.kr