Another K-pop idol turns entrepreneur! Recently, Sowon (Kim Sowon) from GFRIEND surprised fans by announcing the launch of her personal skincare brand, Neovea, via her social media channels. The announcement immediately created a buzz among fans and the wider K-pop community.
On November 13, Sowon shared a detailed post on Instagram about the project she has been preparing for over a year. She wrote: “I want to share news I have been preparing for a long time,” revealing that she had been learning, researching, and personally overseeing the creation of Neovea step by step. The post reflects her dedication and sincerity, showing that this is far more than a celebrity endorsement.
Sowon emphasized that she was involved in every stage, from brand concept to product formulation, making her a true “all-rounder.” While only one cream spray product has been officially revealed, it’s already enough to excite fans. The brand is set to launch on November 17, a lightning-fast rollout that showcases her efficiency.
She also reassured fans that she will not give up her ongoing entertainment activities, continuing to act and participate in projects as usual, and asked for continued support. Fans flooded social media with congratulatory messages, affectionately calling her “CEO Sowon.” One comment read: “From main dancer to CEO — this crossover is so cool!”
In the fiercely competitive K-pop industry, how idols transition post-group activities is always a challenge. With Neovea, Sowon not only demonstrates a clear personal plan, but also taps into the current trend of idols branching into entrepreneurship, proving that an idol’s value extends far beyond the stage.
In short, Sowon’s move is more than a commercial experiment — it’s a redefinition of her identity, from idol to entrepreneur, showing her commitment and hands-on involvement. How far she will go as a CEO remains to be seen, but her initiative has already made a strong statement.
