South Korean stars are increasingly branching out beyond the screen, turning their cultural cachet into successful side ventures — and actor Kang Dong Won and So Ji Sub are leading the charge with bold moves into fashion and film curation, respectively.
Last November, Kang Dong Won officially stepped into the fashion industry with the launch of his brand NONYMOUSAA. The actor, known for his striking visuals and unconventional style, is not just lending his name to the label — he’s the creative director, closely overseeing product design, visual merchandising, and brand strategy.
At the center of the label’s identity is its signature “AA” logo — a stylized inversion of the “W” in Kang’s own name. More than just a clever visual twist, the logo underscores the brand’s aim to mirror both Kang’s fashion sensibility and the nonconformist ethos that has defined his career.
The move into fashion feels like a natural evolution for Kang, who began his career on the runway. He made headlines as the first Korean model to walk in the Paris Prêt-à-Porter shows in 1999. His pivot to acting in 2003 with Country Princess quickly led to breakout film roles in Too Beautiful to Lie and Temptation of Wolves.
But even as he built a filmography, Kang continued to turn heads with daring fashion choices — from sequin jackets and animal prints to high-heeled boots on the red carpet. His fearless sense of style now lives on in the DNA of NONYMOUSAA, which blends avant-garde design with refined minimalism.
Meanwhile, fellow actor So Ji Sub has carved out a distinct role in the independent film scene — not as a producer or investor, but as a curator. Since 2014, So has been working with indie distributor Challan Film and its agency, 51k, to bring under-the-radar international films to Korean audiences.
So’s approach is hands-on: he personally reviews completed films and screenplays before selecting titles to import. His tastes run toward the cerebral and genre-defying, favoring bold storytelling over box-office appeal.
Several of So’s picks have sparked significant buzz in Korea, including Ari Aster’s Midsommar, which gained a cult following for its slow-burning horror and artistic visuals, and Late Night with the Devil, an indie thriller praised for its subversive narrative structure. These titles — often sidelined by major cinema chains — have found new life in Korea thanks to So’s curatorial instincts.
While both actors remain active in film and television, their outside ventures reveal a deeper creative drive. Whether shaping fashion or championing experimental cinema, Kang and So are expanding what it means to be a celebrity in Korea’s evolving entertainment landscape — not just performers, but tastemakers.
