In one of the more stranger examples of Korean marketing practices, the cosmetics company formerly known as 24MIRACLE has changed its branding name to Dhele, while continuing to feature Ji Chang Wook as one of its endorsers.

The rebranding became fully operational on 17 October 2018, with all prior 24MIRACLE-labelled products leaving the commerce stream and Dhele-labelled products entering the market going forward.  This all was detailed in their previous promotional push on 13 July 2018 with the announcement of Ji Chang Wook’s endorsement contract extension, and introducing Vietnamese entertainer ChiPu as their second Asian cosmetics endorser (details in our post here).

Regardless of what the heck it is being called now, Dhele (with the tagline “How to be pure for beauty”) continues with its promotions featuring Ji Chang Wook and ChiPu, and promises more contests and giveaways in the near future.

Unfortunately, there are no international sales portals offering the new Dhele products just yet, but when they are released, the packaging will look exactly like the previous 24MIRACLE products with the Dhele name inserted instead.

So hang on to those 24MIRACLE-branded products and posters — maybe they’ll be worth some money in the future!  😀

Credit:  Dhele Instagram; Dhele Website