Source:
https://scmp.com/magazines/style/celebrity/article/3155756/twice-factor-how-k-pop-queens-are-raking-millions-brand
Style/ Celebrities

The Twice factor: how the K-pop queens are raking in millions off brand endorsements, from Estée Lauder and Nintendo to Pocari Sweat (and don’t forget those school uniforms for Skoolooks)

  • Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu are gearing up for new album ‘Formula of Love: O+T=<3’ after their first English single The Feels
  • Pocari Sweat is known in South Korea for choosing models with a clean, kind vibe, like Son Ye-jin – and sales soared after Twice signed with the sports drink in 2019
K-pop girl group Twice has scored lucrative brand deals over the years.Photo: JYP Entertainment

Good news, K-pop fans – Twice is making new music. The nine-member girl band – comprised of Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu – released their very first English single The Feels in October and teased their third album, “Formula of Love: O+T=<3” for a November 12 release – that’s today!

But, like most of today’s pop stars, their earnings don’t just come from their music. The supergroup has also landed remarkable endorsements after rising to fame.

How many of these brand deals do you recognise?

Online games – Nexon Korea, Efun and Nintendo Korea

South Korean girl group Twice in an advertisement for the game Sudden Attack. Photo: Nexon
South Korean girl group Twice in an advertisement for the game Sudden Attack. Photo: Nexon

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

Twice for Estée Lauder. Photo: Estée Lauder
Twice for Estée Lauder. Photo: 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.

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

Popular girl group Twice has modelled for Japanese sports drink Pocari Sweat. Photo: Pocari Sweat
Popular girl group Twice has modelled for Japanese sports drink Pocari Sweat. Photo: 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.

Twice’s collaboration increased the sales of the drink significantly. Photo: Pocari Sweat
Twice’s collaboration increased the sales of the drink significantly. Photo: Pocari Sweat

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.

Many, many fashion brands

South Korean group Twice modelled for school uniform brand Skoolooks. Photo: Skoolooks
South Korean group Twice modelled for school uniform brand Skoolooks. Photo: Skoolooks

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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