Laneige’s has launched its newest global campaign featuring Sydney Sweeney.

Titled The Laneige Show, the campaign, created by Jung von Matt’s Hangang office in Seoul, showcases Sweeney in a one-woman act where she takes on the roles of a game show host and both contestants.

Set to debut in December in the US and roll out globally in January, the campaign will appear on social media platforms, in retail environments, and on online video platforms.

Jung von Matt Hangang’s CCO, Bill Yom, said, “This campaign is a testament to how the right brand ambassador and creative vision can amplify each other. Sydney Sweeney’s charisma perfectly embodies Laneige’s bold and youthful identity, allowing us to craft a story that resonates with audiences around the globe.”

Laneige CMO Yoon Sung Choi commented, “Jung von Matt has once again proven its expertise in creating compelling narratives that resonate with our audience. The Water Bank campaign is a perfect blend of education and entertainment, and we are excited to see the impact it will have.”

Hyitai Kim, managing director of Jung von Matt Hangang, added, “Sydney Sweeney is more than a face for the brand; she’s a storyteller. Her energy and versatility made her the perfect partner for Laneige, allowing us to showcase what the product and franchise stand for—delivering hydration and confidence with a touch of entertainment.”