PPB Studios has chosen ILLIT’s Wonhee, who turned 20 this year, as the new muse of its color lens brand Chuu Lens and is stepping up efforts to grow the brand. Unlike Hapa Kristin, which targets customers in their 20s and 30s, Chuu Lens focuses on 19- to 20-year-olds to win new customers. Its prices are also slightly lower, at about 18,000 won for one-day lenses and 20,000 won for monthly lenses, compared with Hapa Kristin’s 20,000 and 25,000 won. In an interview with ZDNet Korea, Kim Min-sook, head of brand at PPB Studios, said employees’ opinions played a big role in choosing the model, and talks gained speed when the company found that Wonhee regularly wore Chuu Lens’ signature product ‘Milk & Tea’. “We brought non-prescription lenses to the shoot, but Wonhee took her own prescription pair out of her bag,” Kim said. “We were surprised to learn she was a customer who actually bought them with her own money.” The company has prepared a campaign linking Wonhee’s friendly, cute image to its product concepts and is focusing on Japan among overseas markets. According to the company, Wonhee’s appointment and related content have created buzz in Japan even before the official campaign, so it is preparing a campaign that also considers her Japanese fandom and is reviewing a larger Japanese flagship store to replace its small shop near Harajuku Station.