South Korean girl group MEOVV’s Anna has been tapped as the Asia Pacific spokesperson for a Japanese skincare brand, joining Jun Ji-hyun and Kôki in the brand’s growing roster of global ambassadors.
Hada Labo has officially announced the appointment of Anna Tanaka, the Japanese member of the Gen Z girl group MEOVV, as its newest ambassador for the Asia-Pacific region, alongside the launch of a brand-new advertising campaign.
The brand first teased the collaboration with a preview showing Anna’s multiple looks and her “all-day hydrated glow,” followed by a music-video-style commercial and behind-the-scenes content highlighting her signature presence.
Pure, confident skincare attitude
The Japanese skincare brand describes its skincare philosophy as rooted in simplicity and balance, offering “just right” nourishment that avoids excess and helps skin return to a pure, stable condition.
This approach is reflected in Annas image, “neither too much nor too little, but just right,” positioning her as a natural fit for the brand’s understated, skin-first identity.
The campaign was filmed around a “24 hours, 8x speed” concept, featuring Anna moving through multiple transformations—from student-inspired looks to elegant evening wear—while maintaining a consistent, luminous glow.
A recurring cat motif, tied to MEOVV’s identity, also appears throughout the visuals, adding a playful contrast to the campaign’s minimalist tone.
Anna shared her experience on set.
“After I started using Hada Labo, I learned to give my skin only what it truly needs. The simpler it is, the more reassuring it feels, and my skin has become much more stable,” the new brand ambassador said.
“I’m really happy to become Hada Labo’s APAC ambassador. This is not only my first skincare endorsement, but also a brand I’ve always trusted!” she added.
Anna also noted the support she received from her group members, sharing.
“I even shared Hada Labo masks with the members in the dorm, so we had a girls’ mask night!” she shared.
Reflecting on filming moments, she said: “It was really fun filming with the newly added cat character. Even though it wasn’t a real cat, I still had to pretend to interact with it… That was a real test of my acting!”
Through the campaign, the Japanese skincare brand continues to highlight its focus on simple, effective skincare, with Anna leading its latest push for “confident, healthy skin” across the Asia-Pacific region.
