YENA Adds Pharmaceutical Campaign to Brand Lineup Ahead of ‘Sakuranbo’ Remake

The singer’s new Azelia commercial follows lens and pajama partnerships, while her next music release revisits Ai Otsuka’s 2003 hit.

YENA is bringing her playful screen presence to another advertising category, becoming the face of acne-treatment brand Azelia as her commercial work expands beyond fashion and beauty. Her agency, YH Entertainment, announced the appointment on October 29, adding a pharmaceutical campaign to a portfolio that already includes colored lenses, sleepwear and other consumer products.

The television commercial is already airing and presents YENA with a fairy-tale-inspired concept, drawing on the bright, animated personality familiar from her music and variety appearances. The appointment arrives alongside continuing recording activities, with a remake of Ai Otsuka’s “Sakuranbo” scheduled for November 17.

A Fairy-Tale Concept Introduces Her Latest Campaign

In the Azelia advertisement, YENA introduces the product through a character and styling that evoke a storybook fairy. The presentation gives her another setting in which to use the expressive, upbeat image she has developed across performances and entertainment programs, while placing her in a different category from her recent fashion-related partnerships.

The announcement identifies her role as the brand’s advertising model and credits LEO Pharma Korea with the campaign material. It does not disclose the contract’s financial terms or duration, and the appointment itself concerns her participation in the advertisement rather than a personal account of using the treatment.

For followers who know her primarily through music, the commercial adds another example of how her public persona is being adapted for different visual concepts. Its fantastical styling also provides a clear point of distinction from the other brand projects named in the announcement.

From Colored Lenses to a Pajama Collaboration

Before the Azelia appointment, YENA was selected as a muse for colored-contact-lens brand LENSSIS and participated in an official collaboration with pajama brand JUDYN. Those projects involved both advertising imagery and a collaborative collection, giving her commercial activities a presence beyond a single television campaign.

The agency also cited work across alcohol, gaming, wireless earphones, hair care and skincare. Taken together, the partnerships show the range of categories in which she has appeared, although the announcement does not provide a complete campaign timeline or a numerical measure of her advertising-market position.

The latest appointment therefore extends an existing pattern of brand work rather than marking her first move outside music. With each project using a different setting or product category, the emphasis remains on how her recognizable personality can be presented through changing concepts.

Music Continues Alongside the Advertising Work

YENA’s commercial activities have accompanied a year that included her fifth mini-album, LOVE CATCHER, led by “Catch Catch.” She subsequently released a digital single featuring NOWIMYOUNG, continuing her recording schedule between the brand announcements.

Her next release will revisit “Sakuranbo,” the Ai Otsuka song originally released in 2003, with YENA’s remake scheduled for November 17 at 6 p.m. KST. Additional reporting describes it as a Korean-language reinterpretation, introducing another way for her to connect her own performance style with an established song.

The promotional material has already begun outlining the remake’s visual direction through cherries, pixel graphics and a capsule-toy-machine concept. Those details place the upcoming release in a playful setting of its own, giving listeners a separate musical project to anticipate as the Azelia campaign reaches television audiences.

Editor’s Note: Ai Otsuka’s official Avex discography dates the original “Sakuranbo” single to December 17, 2003. YENA’s November release is a remake of that earlier song, rather than a newly written track with the same title.