[PRESS] In the Dressing Room of Kim Ji-won in ‘Queen of Tears’: DINT, the Center of K-Fashion

Kim Jiwon’s luxurious dressing room in episode 3 of tvN’s ‘Queen of Tears’ has become a daily hot topic. It is officially sponsored by DINT (CEO Shin Soojin), renowned for ‘The Glory YeonjinYi-Look’ and ‘Lee Bujin’s Old Money Look’.

Since its first broadcast on March 9, ‘Queen of Tears’ has recorded the highest viewership rating of 11.1% in Korea after just two episodes and is currently ranked 7th in Netflix’s global Top 10 series (non-English) rankings.

Hong Haein, portrayed by Kim Jiwon, is the third-generation chaebol and queen of department stores. She instantly captures viewers’ attention with her diverse luxury fashion. Her dressing room outfits, known as DINT products, have been lauded for enhancing her immersion in the role and for DINT’s distinctive style.

A DINT official stated, “To replicate the luxurious ambiance of the DINT Cheongdam flagship store, located on Cheongdam Luxury Street, our interior specialist visited and arranged the dressing room. Following the broadcast, we informed our customers, leading to a surge in inquiries about visiting our Cheongdam headquarters.”

DINT is advancing business strategies and diversifying its brand for growth as a global fashion brand, in addition to its domestic presence. As a celebrity fashion staple in K-dramas, it has garnered a fanbase of various ages in Southeast Asia and is now in the limelight as a global fashion company. With its base in Singapore, DINT is extending its reach beyond the Southeast Asian market to Europe. The official sponsorship of the ‘Queen of Tears’ drama is expected to further propel its entry into the global market.