Baskin-Robbins has announced K-pop sensation LE SSERAFIM as its new brand ambassadors. Previously, the ice cream giant had collaborated with actor Byeon Woo-seok, known for his role in the hit drama 'Run On,' for various promotions since August last year. As the one-year contract with Byeon nears its end, industry insiders are keenly watching for news on a potential renewal. Meanwhile, Baskin-Robbins has secured a new partnership with LE SSERAFIM.
LE SSERAFIM, a five-member group consisting of Kim Chaewon, Sakura, Huh Yunjin, Kazuha, and Hong Eunchae, is celebrated for their powerful performances and autobiographical storytelling in their music, earning them a global fanbase. The group is currently on their first world tour, '2025 LE SSERAFIM TOUR 'EASY CRAZY HOT',' and recently released their fourth Japanese single, 'DIFFERENT,' on the 24th, continuing their international activities.
Baskin-Robbins believes that LE SSERAFIM's confident and sophisticated image aligns perfectly with the brand's direction, promising a high synergy. Their first official activity as brand models will coincide with the launch of the new product 'Aemangbing' on the 1st. The July flavor of the month, 'Aemangbing,' is inspired by the popular summer dessert, apple mango bingsu, featuring tangy mango sherbet, coconut condensed milk ice cream, apple mango pieces, and mini pearls.
To celebrate the summer season, Baskin-Robbins plans to release advertising photos and digital content featuring LE SSERAFIM, strengthening consumer engagement through various activities. Byeon Woo-seok, who has been a prominent advertising model for Baskin-Robbins and other brands like JobKorea X Albamon, Ilum, Ediya Coffee, Kyochon Chicken, Prada, Giordano, Cartier, and Dunkin, has been dubbed the '100 billion won star' after endorsing nearly 20 brands following the success of 'Run On.'
A representative from Baskin-Robbins stated, "LE SSERAFIM is an icon of trendsetting and self-expression, effectively conveying the message Baskin-Robbins aims to deliver to the MZ generation. Starting with the July flavor of the month, we look forward to offering consumers a unique experience with LE SSERAFIM."