SEVENTEEN’s Jeonghan has stepped into a new role as the global brand ambassador for SW19, a niche fragrance brand operated by WAGTI. The announcement arrived on October 1, with the brand confirming that Jeonghan’s first campaign will center on its signature scent, Midnight. Campaign content began rolling out the same day through SW19’s official Instagram, with the main campaign film and full promotions set to follow on October 15.
Jeonghan SW19 Global Ambassador: The Brand’s Official Announcement
SW19 selected Jeonghan based on what it describes as his mysterious yet delicate presence and a range of charms that cannot be defined by a single image. The brand noted that Jeonghan has communicated with the public through diverse concepts over a long career, making him a natural fit for its worldview built around time and scent.
Kang Jung-hoon, CEO of SW19, explained the reasoning behind the selection.
“Jeonghan is an artist who has built broad recognition and influence across various countries through long-term global activities as a SEVENTEEN member,” Kang said. “We judged that he would create high synergy with our strategy to expand the brand’s reach in overseas markets.”
The CEO also spoke about how the brand’s identity aligns with Jeonghan’s artistic range.
“The SW19 worldview, which expresses different scenes and emotions through scent at each moment, will also be shown in a newer light together with Jeonghan,” he added.
SW19 operates under WAGTI, a company founded in 2016 that also runs the street casual brand GOAL STUDIO and the premium golf wear label MADECATOS. The fragrance brand has been expanding its reach into North America, Europe, and the Middle East, and Jeonghan’s appointment is part of that broader international push.
What Is the Midnight Campaign and How Does Jeonghan’s Angel Nickname Fit In
Jeonghan’s first campaign with SW19 focuses on Midnight, a fragrance that combines deep sandalwood and musk. The scent is described as a second-skin fragrance that blends naturally with the wearer’s skin, leaving a warm and cozy trail. Since its release, Midnight has gained steady word-of-mouth support and has become one of the brand’s signature scents.
The campaign concept draws from Jeonghan’s well-known nickname, Angel (1004). In Korean, the number 1004 sounds like the word for “angel,” and the brand used this idea to create a cinematic storyline. The concept places Jeonghan at the border between two different worlds as he encounters the Midnight fragrance.
The teaser image released with the announcement shows Jeonghan standing in a black-and-white landscape, with sheer fabric blowing through the air around him. He wears a long black coat and looks back over his shoulder, creating a mysterious and dreamlike mood. The monochromatic setting complements the Midnight theme and offers a first look at the campaign’s visual direction.
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When Will Jeonghan’s SW19 Campaign Content Be Released
Campaign content began rolling out on October 1 through SW19’s official Instagram account. The brand is releasing teaser images, videos, and additional content in phases.
The main campaign film and full-scale promotional activities are scheduled to begin on October 15. SW19 also plans to develop content around the theme of “the scent of time,” linking scenes and memories that change over time to fragrance. This broader storytelling approach is meant to connect scent with personal moments and experiences.
Jeonghan’s Busy Schedule With SEVENTEEN’s New Unit JxJ
The fragrance announcement comes during a particularly active period for Jeonghan. After completing his mandatory military service on June 25, 2026 as the first SEVENTEEN member to be discharged, he is now preparing for a new musical chapter alongside fellow member Joshua.
The duo, known as JxJ, will release their first mini album, DREAMSCAPE, on October 19 through Pledis Entertainment. They will then hold a three-day concert at INSPIRE Arena in Incheon from October 30 to November 1. The unit has also announced plans to bring the project to Hong Kong in February 2027.
Fans have been sharing their excitement across social media platforms. On Weibo, one user wrote, “Two global ambassadors in one day, congratulations.” Another commented, “Wow, another global ambassador!”
Also Read: SEVENTEEN Members Mingyu, Seungkwan and Dino Confirm Military Enlistment Dates for 2026
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