Wacoal signs up Hamasaki for underwear ads in Asian market

Lingerie maker Wacoal has signed up singer Ayumi Hamasaki, 29, for its lingerie advertising campaign in the Asian market. According to Wacoal, photos of Hamasaki in Wacoal underwear will be used for advertisements in China, South Korea, Taiwan, Hong Kong and Vietnam from the end of July. The ads will not be used in Japan, the company said.

A spokesperson for Wacoal said, “Ms Hamasaki has the highest profile in Asia and is supported by females fans in their 20s who are our target consumers.” The company is expecting a synergy effect from the ads with her Asian tour in Hong Kong, Shanghai and Taiwan from Sept 20.

Photos were taken by Mika Noguchi who is president of lingerie maker Peach John and Hamasaki’s close friend.