K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
《Kim Ji-won's Shooting Star》
Kim Ji-won, a reporter from TENASIA's music team, brings you the vibrant and refreshing taste of the music industry like a 'shooting star'.

As the global popularity of K-pop continues to rise, food and beverage brands are increasingly choosing these artists as their models. This strategy is seen as a "win-win" for both the distribution and entertainment industries, as brands boost overseas sales and artists expand their global influence.
Gong Cha Selects Stray Kids' Felix as Model to Expand Global RecognitionAccording to industry sources, Felix from the K-pop group Stray Kids has been serving as the global model for the café franchise brand Gong Cha since September 9. Previously, it was exclusively reported that Felix became the new face of Gong Cha. (▶Refer to our exclusive report on August 31, '[Exclusive] Felix Takes Over from Lee Jong-suk and Song Kang as Gong Cha Model')

Gong Cha has traditionally chosen actors like Lee Jong-suk, Park Seo-joon, Lee Seung-gi, and Song Kang as models. Selecting a K-pop idol as a model is unprecedented, and it is interpreted as a strategy to capture both the MZ generation and overseas sales by leveraging the global popularity of idols. Felix, who is often seen enjoying the brand's bubble tea, is considered a perfect fit for the role.
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
Food and Beverage Brands "Growing with K-pop Artists"Felix's case is not the only instance of K-pop artists becoming models for domestic food and beverage brands. Last month, Stray Kids became the model for Lotte Wellfood's flagship product, Pepero. A Lotte Wellfood representative stated, "When selecting a model, the intention is to grow together by relying on the model's influence. Stray Kids have appeared on the Billboard charts multiple times and are a group with a large-scale world tour. Given their significant global influence, an increase in overseas performance is expected."

Previously, Lotte Wellfood also saw significant results by hiring idols with global influence as models. Last year, NewJeans were models for the Zero brand and Pepero. The Zero brand achieved sales of 50 billion KRW last year, doubling from the previous year, with exports accounting for 10% of the total. In the same year, Pepero's sales reached 220 billion KRW, with 70 billion KRW sold overseas, a 10% increase from the previous year.
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
Otoki Enlists BTS's Jin, Attracts Foreign Fans to Promotional BoothsOtoki has selected BTS's Jin as the global model for its main ramen brand, Jin Ramen. Previously, non-idol figures like Ryu Hyun-jin and Namgoong Min were chosen as models, but to enhance competitiveness in overseas markets, an idol group member was selected.

Jin, who previously worked as a domestic model, expanded his role to become the global model for Jin Ramen after his military discharge, aligning with Otoki's goal of expanding Jin Ramen's overseas market. During the '2025 BTS FESTA' held on June 13-14 in Goyang, Gyeonggi Province, Otoki participated as an official sponsor. Numerous foreign fans visited the Jin Ramen booth, forming long lines and keeping the area bustling.
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
K-Pop Stars Boost Global Reach as Brand Ambassadors for Food and Beverage Companies
Entertainment Industry "Opportunity to Prove Artists' Global Influence"Last month, CJ Cheiljedang appointed SEVENTEEN as the first global brand ambassador for bibigo. A CJ Cheiljedang representative explained, "We selected SEVENTEEN as global ambassadors because their bright and positive energy can create synergy with bibigo's passionate brand image."

For entertainment agencies, having artists serve as global models for food and beverage brands is a welcome development. An industry insider noted, "Collaborating with well-known brands overseas helps increase artists' global recognition and expand their activities. The artists' faces on product packaging or related images used inside and outside stores naturally expose them to the public frequently." The insider added, "Fan-based consumption contributes to brand sales, proving the artists' influence."

Kim Ji-won, Ten Asia Reporter one@tenasia.co.kr
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