ARMYs truly live by the saying “Love me, love my dog,” as they not only adore their idols but also show genuine respect and support for the idols’ family members. They often speak kindly of the members’ parents and siblings and constantly remind one another to protect them on social media.

Meanwhile, ARMYs also show great enthusiasm in supporting the businesses run by the idols’ family members. From Jin and his brother’s נαραиese restaurant to Jimin’s family café, and even the trendy, hip café in Seoul owned by RM’s sister — many of their customers are ARMYs. Of course, it helps that the services they provide are genuinely excellent.

When it comes to fashion and beauty, however, j-hope’s sister Jung Jiwoo’s brands are among the most well-known within the fandom. Jiwoo, who is already a popular influencer in this field, currently runs several beloved кσяєαn brands, including FUN THE MENTAL (eyewear), Neaf Neaf (mask-pack/beauty), the women’s fashion brand CHARMEEZE, and the online clothing store MEJIWOO.

However, on the 30th of this month, j-hope’s sister announced sad news — the closure of her women’s fashion brand CHARMEEZE, known for its modern, minimalist designs that still maintain a feminine and slightly “kitsch” touch. She originally conceived the brand in 2020 and had nurtured it wholeheartedly throughout its two years of official operation.

Jung Jiwoo shared on her personal account: "I want to share some heavy news from my heart. With the rapidly changing market trends and the realistic challenges surrounding brand management, I’ve gone through countless trials and errors. After much thought, I’ve decided to bring CHARMEEZE’s journey to an end at this point.”

She continued: “CHARMEEZE is a brand that embo∂ιєs my 10 years of experience and taste built through fashion. For more than two years, I’ve run this brand sincerely and with all my heart. Because I know how precious and meaningful this long journey has been — where I was able to communicate through the ‘language of fashion’ and express various styles — making this decision was by no means easy. There are so many mixed emotions, and the feeling of regret is immense.”

She went on to say: “Most importantly, throughout the past 10 years of my fashion career, I’ve always had customers who supported and walked alongside me. Thanks to them, I was able to keep challenging myself without fear.”

In closing, Jiwoo expressed to her supporters: “Now, as I close this chapter, I want to take some time to think more deeply about finding a better direction and a more sustainable way — as a creative director and an artist. I would be deeply grateful if you continue to follow my next journey.”

j-hope’s sister’s announcement left fans stunned and heartbroken, as if they were witnessing their own startup being shut down. While business closures are common, it is still a huge emotional loss for any entrepreneur to see the project they poured their heart into disappear from the market.

ARMYs empathized with Jiwoo’s honest reflection on the broader economic downturn, which has affected many brands’ operations. Even major companies have been forced to downsize their offline stores or cut staff to prevent heavy losses in today’s difficult retail climate.

Although this is unfortunate news, fans pointed out that sometimes stopping at the right time can actually be a good thing — opening up new opportunities for the future. They also expressed continued support for Jiwoo’s other active brands and projects:

- It’s so sad, the brand quality is amazing, her taste in all the collection is too

- It’s really нєαятвяєαкιиg, but the market has been tough for so many small brands lately. Jiwoo did an amazing job keeping CHARMEEZE so genuine and beautiful while it lasted.

- I completely understand her decision. The fashion industry is changing so fast — it’s not easy to sustain an independent brand these days. She should be proud of what she built.

- Even though it’s sad to see CHARMEEZE go, I truly respect Jiwoo for being honest and realistic about the challenges. She handled everything with such grace.

- Charmeeze is closing guys. I haven't been able to buy it yet

- Your pieces from CHARMEEZE were always so chic and timeless. It’s sad to see it end, but I believe even greater things are waiting for you, Jiwoo. You deserve all the success ahead!

- Economic conditions right now are brutal, especially for creative businesses. I hope Jiwoo knows that her effort and pαѕѕion inspired a lot of people, no matter what happens next.

- CHARMEEZE had such elegant and unique designs, modern yet feminine. I’ll truly miss the brand, but hope Jiwoo shine even brighter in her next journey

- Running a brand in this market takes so much courage. Jiwoo’s transparency and reflection show what a thoughtful creator she is. I’m sure her next chapter will be even stronger.

- The decision must have been painful, but it’s completely understandable. Sometimes closing a chapter doesn’t mean failure — it’s just making room for new beginnings.