K-pop idol groups lead year-end campaigns across fashion, beauty, and lifestyle brands

The retail sector is turning to globally popular K-pop idol groups as brand ambassadors to boost awareness. W Concept has named LE SSERAFIM as its new brand ambassadors. LE SSERAFIM will participate in a range of online and offline campaigns, and W Concept will host its own “W Week” to sustain the year-end festive mood. The brand campaign’s slogan is “Play Shopping with W Concept,” focusing on a new experience that blends short-form content with shopping.

Through LE SSERAFIM’s distinctive fashion styles, W Concept expects to showcase styling across its designer-brand lineup. W Concept plans to release brand campaign videos featuring LE SSERAFIM and run future short-form engagement events to widen interactions with customers. In addition, LE SSERAFIM campaigns will expand into Japan, a key Asian market. W Week will run for two weeks until 10 a.m. on the 24th, with about 7,000 brands across fashion, beauty, lifestyle and kids participating.

A W Concept spokesperson said the LE SSERAFIM partnership aims to better engage the 25–29-year-old shopper accustomed to short-form content. They added that the year-round fashion festival will offer opportunities to experience a wide range of brands and products. Paris Baguette has named singer Kwon Eun-bi and actress Kim Min-ju as holiday season brand ambassadors. The duo will participate in holiday campaigns and other activities to convey warm holiday vibes to consumers. They are known for their collaboration as IZ*ONE members formed on Produce 48 and are believed to be close friends in real life. Their natural and lively chemistry is expected to create a unique synergy in the campaign. A Paris Baguette spokesperson said the duo’s natural chemistry and vibrant charm will bring warm excitement this winter, and the brand aims to provide a joyful and emotionally resonant brand experience during the holidays.

Shilla Duty Free has named K-pop boy group Ateez as its promotional model. The retailer aims to attract new customers with a keen interest in K-culture by collaborating with Ateez. With Ateez, Shilla plans to kick off with a photoshoot and strengthen a young, sophisticated brand image while broadening customer touchpoints. Ateez, debuting in 2018 as an eight-member group, rose quickly to global popularity, including Billboard World Albums Chart recognition within a year. Last year, Ateez achieved UK Official Albums Chart Top 5 status for three consecutive weeks, demonstrating its international appeal.

Craver Corporation’s skincare brand Skin1004 has tapped Chinese actress Qing Lei as its local ambassador. The campaign will run for three months in China to boost brand awareness and influence. Qing Lei is a rising Chinese actress popular with younger generations. Skin1004 believes the collaboration will strengthen emotional bonds with consumers by aligning with its natural-origin Centella line, and will sequentially release photos, videos, and live streams through year-end. The collaboration aims to elevate its position in the Chinese market and accelerate global recognition.

Snow Peak Apparel released a new winter photo shoot featuring global artist V to showcase a cozy-season mood. In the shoot, V wears a boucle-neck heavy down with a classic collar, creating a warm yet stylish look. The collar can be transformed with a detachable boucle neck and can function as a high-neck for versatile styling. A Snow Peak representative said the campaign conveys a warm, relaxed winter mood and emphasizes both emotional and practical value in staple items.