Levi’s is using K-pop and TikTok to appeal to Gen Z. The denim brand’s newest global ambassadors feature K-pop girl group New Jeans and will feature in Levi’s social media content throughout 2023. The K-pop group’s content on TikTok in particular is super popular among Gen Z with #NewJeans at 10.7B views and #NewJeansKpop at 9.3M views. Levi’s is planning to attract these Gen Z fans using the group’s “free, fashionable, and bright energy” in multiple upcoming projects together. As the brand celebrates the 150th anniversary of the birth of Levi’s 501 jeans, they’re currently getting ready for a performance with New Jeans in Seoul. YPulse data shows 29% of Gen Z say they follow K-pop trends. (AdAge, BOL News)
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