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Who do you use as a model or ambassador? It's New Jeans.
NewJeans, a group that debuted less than eight months ago, is receiving a love call from the advertising industry. In addition to launching collaboration products with companies, it also appears at Seoul Fashion Week and shows its presence.
NewJeans debuted on July 22 last year and has released only three albums, including one mini-album, one free single and one single, so far in March 2023. Nevertheless, NewJeans hits "Attention" and "Hype Boy" from their debut album, and also succeeded in "Ditto" and "OMG" from their debut album, setting consecutive at-bats.
It was also the trend-sensitive advertising industry that reacted the most to the unusual popularity of NewJeans. A major domestic telecommunications company used NewJeans as a model, making it the first commercial advertisement since NewJeans debut.
In 2022 alone, NewJeans was selected as a global ambassador for famous fashion shopping malls, while education and financial companies also used NewJeans as a model. Luxury fashion brands G and L also selected Hanni and Hyein of NewJeans as ambassadors, respectively.
This kind of NewJeans illness in the advertising industry continues in 2023. Luxury beauty brands B and S selected and used Daniel of Newgins as an ambassador and model, respectively, while L, a famous Korean electronics company, released a laptop using the symbol of NewJeans. In addition, fast food, contact lenses, and sports clothing companies are also using NewJeans. The achievements introduced earlier were achieved less than eight months after NewJeans' debut.
Has there been a precedent in which a group that debuted less than a year ago has been loved in the advertising industry this much? A K-pop official said, "It is also unusual that NewJeans past songs still do not think about coming down from the top of the chart. The most important thing companies see when they use a model is the positive image of the model. "The concept that Newgins has emphasized since its debut seems to work for companies," he said.
In response, a distribution industry official said, "Companies are very eager to use the image of NewJeans." The official said, "From the brand's perspective, we always have a desire to take our brand image young. "NewJeans is now an icon of 'Generation Z'," he said. "L Electronics' recent release of Newzins laptops can also be understood in this context."
Among them, the fashion/beauty industry is also trying to use NewJeans most actively. From 2022 to the present, there are six companies in the fashion sector and three companies in the beauty sector.
Mr. C, a fashion industry worker, said, "There are many places in the industry that want to bring a feeling like NewJeans and New Jeans. It seems that companies are trying to carry the current image of NewJeans on their backs," he pointed out.
Keywords such as fashion in the early 2000s, so-called 'Y2K' and 'blockcore' (referring to fashion influenced by soccer uniforms) that have been in vogue since last year, and at the center is Newzins. As a result, there is a high preference for New Jin's in various fashion brands, he said. "The trendy music released by NewJeans so far and the attractiveness of each member are also reasons why the industry prefers them." In particular, symbols differentiated from other groups are also receiving favorable reviews from the industry."
