How many of these brand deals do you recognise?
Online games – Nexon Korea, Efun and Nintendo Korea
Many online gaming companies have sought out the girl group, which was formed by JYP Entertainment, to model for their products. One of the first advertisements the group did after its debut was for Nexon Korea’s MMORPG Elsword – but unfortunately not everyone was a fan, since the girls were still rookies at the time and some players couldn’t see a connection between the game and K-pop stars.
Game company Efun also enlisted the help of the popular girl group to advertise their game Dragon Xeneration (DX): War of the New Century. The 15-second video features the members all armed with virtual weapons.
Most recently, the girls appeared in ads for Miitopia for the Nintendo Switch, in March this year. However, there was some confusion when Twice stans got the phrase “Twice & Nintendo” trending on Twitter, as some gamers misunderstood and assumed it had to do with Nintendo’s rumoured second generation Switch console, according to Destructoid.
Beauty and cosmetic products – Innisfree and Estée Lauder
Many fans look up to the Twice for style and beauty inspiration, so it comes as no surprise that the girl group has been sought after by luxury beauty companies.
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After the group’s debut, the members have consistently been selected as ambassadors for many beauty brands, including South Korean skincare brand Innisfree, LG Household and Health Care’s Nature Collection, and Sofina.
Just like Blackpink’s Jennie became the face of the brand Hera, and Bae Suzy for Lancôme, Twice became the ambassadors of global cosmetic brand Estée Lauder in 2019, continuing up until 2021. According to I News 24, sales have increased significantly since.Twice has also been in many advertisements for Johnson & Johnson’s contact lenses brand Acuvue in both Japan and South Korea.
Pocari Sweat
Those familiar with K-pop culture will already be aware of the impression Korean consumers have of Pocari Sweat: a Japanese sports drink that seeks out stars who have a clean and kind vibe. Its former models include Son Ye-jin and Moon Chae-won.
The girl group has been an ambassador for the brand for three years, and sales have skyrocketed as a result. According to The Korea Economic Daily, sales jumped from 120 billion won (US$101 million) to 144 billion won (US$121 million).
Twice was the very first idol group to be selected as an ambassador for the drink – and on Pocari Sweat’s 30th year anniversary, to boot.
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Many, many fashion brands
The group has modelled for school uniform brand Skoolooks – a brand beloved by teens – even before their debut, according to AllKpop.
In 2019, Twice were chosen as “Global Benchsetters” for Philippine clothing brand Bench, according to ABS-CBN. The collaboration was announced on Instagram, with a video of the stars wearing the brand’s clothing.
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