Shilla Duty Free has named Ateez, the K-pop boy group, as its new promotional model, in a move announced on November 12. The goal is to attract younger, globally minded customers with a strong interest in Korean culture.

Ateez debuted in 2018 as an eight-member group and quickly rose to international prominence, entering the Billboard World Albums Chart within a year of their debut. Last year, they became the first K-pop act to achieve three consecutive Top 5 entries on the UK Official Albums Chart within a single year, highlighting their expanding global fandom.

Shilla Duty Free said the campaign will begin with a pictorial featuring Ateez and will expand its marketing activities to reinforce a youthful, sophisticated brand image and broaden customer touchpoints. The company has previously tapped other stars to reach both domestic and international audiences, signaling an ongoing, multi-faceted marketing strategy.

Since April, the company has sequentially tapped actor Jinyoung, followed by actor Park Hyung-sik and the K-pop group EnSain as models for campaigns targeting domestic and international customers.