Ambassadorship In July 2014, Soyou became the promotional ambassador for the
JTBC Seoul Marathon event, attended by 20,000 participants. Chosen by the event coordinator, Soyou's passion for running and commitment to self-care through exercise resonated with the event's theme, "Run As I Am." In September 2018, Soyou became the public relations ambassador for the
Seoul branch of the
Korean Red Cross, appointed by its Chairman. She has been supporting the Seoul branch since 2015, aiding underprivileged groups like undernourished children, child-headed households, elderly individuals living alone, and multicultural families.
Endorsements In September 2014, Soyou collaborated with the "비커즈 (bcuz)" brand, known for its "wrap jeans," a popular fashion item at the time. She continued her promotions with the brand, which had become a household name for its sportswear, by introducing and releasing new products for its 2015 S/S season. In June 2015, Soyou teamed up with
Sung Si-kyung as endorsers for
CJ CheilJedang's 'Bibigo Wanggyoja,' a side dish ideal for pairing with beer. The duo filmed TV commercials and advertisements together. In July 2017, she was chosen as a model for GRN's health supplement products. She specifically endorsed well-known celebrity diet products such as Green Tea Catechins and Mister Red Power Up. In the following years, Soyou continued promoting the brand, later adding their anti-aging supplement products to her list of endorsements, before parting ways at the end of 2021. Later in 2017, Soyou, a singer born in
Jeju, was selected by
E'Mart as their endorser for their new liquor product called "Blue Night," which originated from Jeju. As part of the promotion, she released the single "Blue Nights of Jeju Island" alongside commercials and remained an active endorser until 2019. In September 2018, she participated as an endorser in
Lotte Rental's summer vacation season exhibition for their lifestyle platform "MYOMEE." The platform allows users to rent a variety of products and goods necessary for traveling through their app for a reasonable period of time. In May 2020, the food corporation "Cookat" launched their new PB (Private Brand) products, 'Mukbang Tteokbokki Chicken Feet' and 'Grilled Chicken Tail Bones.' The launch is in collaboration with Soyou, who is one of the entertainment industry's leading 'chicken feet enthusiasts'. Soyou participated in the entire product development process such as recipe development, package design, and product capacity setting. In March 2021, Soyou, alongside
Iz*One, was selected as
Pepsi Zero Sugar's 2021 K-POP partners, releasing the single 'ZERO: ATTITUDE' as part of the 'Pepsi 2021 K-POP Campaign.' Later in August 2021, Soyou, along with comedian
Yoo Se-yoon, was selected as an endorser for the 'healthy active vacation' campaign by Frip, a tourism venture founded by the
Korea Tourism Organization. In September 2023, Saint Satin selected Soyou as the brand's exclusive model for their Fret Acupressure Slippers, which can be worn all year round, and Fret's Indoor shoes that prevent noise between floors. In March 2024, Soyou filmed commercials promoting the beverage 'Refreshingly Empty Barrel Light' (hereinafter referred to as Barrel Light) by Donghwa Pharmaceutical, a functional beverage product for constipation. In May, Soyou was selected by BlingU Co., Ltd. as the endorser of their "calf and shoulder massager" product, which was first introduced by the home appliance brand "Iyuz" and has been the top pick in the Korean Consumer Preferred Brands of small massagers. In October 2024, Soyou endorsed the "30-Second Quick Bubble Mask" product by the skincare brand "Menokin," a brand that has grown more than three times since its launch in 2023.
Philanthropy In May 2017, Soyou donated million won to the
Korean Red Cross to support the underprivileged. On the same day, the organization revealed that she had been a part of the "Philanthropy and Culture Committee" of the Seoul branch since 2015, a group composed solely of high-value donors. In the following year, she was recognized as part of their 'Seoul Red Cross Pine Tree Club,' which is composed of individuals with cumulative donations totaling more than million won. In January 2018, Soyou held a flea market at Cure Coffee Bar with the theme "All About Soyou," where clothes, shoes, and items from her personal collection and sponsors were sold. All proceeds were then donated to the Green Umbrella Children's Foundation. In April 2019, she donated million won through the Hope Bridge National Disaster Relief Association, requesting that it be used to aid residents affected by large-scale forest fires in
Gangwon-do. In February 2020, Soyou donated million won through
Good Neighbors, an international relief and development NGO, to help prevent
COVID-19 among
Daegu residents. In September 2022,
Big Planet Made announced that Soyou donated million won to the Hope Bridge National Disaster Relief Association by adding donations to the entire sales proceeds from the flea market she held under her name in
Gangnam-gu,
Seoul. Later in November, she donated a total of million in scholarships to twenty underprivileged university students in Seoul through the Korean Red Cross Society for which Soyou acts as a public relations ambassador. ==Discography==