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Levi’s, NBA, and Amex Prove Any Brand Can Connect with K-pop

Thanks to Gen Z and Millennials, K-pop is a global phenomenon that no brand should be ignoring…

Written and Edited by the YPulse Editorial Team

Sep 27 2023
North America

KEY TAKEAWAYS

With young people across the world interested in K-pop, brands have the opportunity to collab with idols in ways that standout
Levi’s partnered with girl group NewJeans for a playful campaign, while Amex brought BlackPink fans a pop-up merch store in London
The NBA brought K-pop into the sports world through an apparel collection with BTS rapper Suga

Main Image Courtesy of BlackPink (Instagram) Over the past few years, Gen Z and Millennial fans have turned K-pop from a niche interest in north America to a mainstream global phenomenon. In turn, the singers, rappers, and dancers (known as idols) who make up these groups have been launched into a new level of stardom, which has made them appealing partners for brands outside Korea and the music industry. In fact, every brand now has the opportunity to tap into this genre and these fan bases by partnering up with K-pop groups or idols, especially when they move into...