HYBE hosted its Brand Synergy Day 2025, showcasing a line of global brand collaborations entailing its artists. The event highlighted partnerships with major brands as well as sports programs, including BTS's Jin and TOMORROW X TOGETHER's involvement in the Paris Olympics, and the creation of the 'Team Korea' cheering light sticks. Approximately 110 brand representatives joined the event, emphasizing the growing influence of HYBE's artists in global marketing as well as branding initiatives.
The event showcased successful collaboration cases between HYBE Music Group artists as well as different industries. It was divided into three sessions: 'K-Culture Synergy,' which covered collaboration cases with K-beauty and K-food brands; 'Global Mega Synergy,' which expanded influence through collaborations with global large corporations; and 'Sports Synergy,' which created a sports entertainment domain through collaborations between artists and the sports sector.
Precisely, collaborations such as the one with Airbnb, which launched a new 'Experience' service with SEVENTEEN, celebrating their 10th anniversary since debut this year, and Google Android's music video collaboration with LE SSERAFIM to promote the AI assistant Gemini were highlighted.
Executive Statement
According to Lee Seung-seok, Business Representative of HYBE Brand Synergy Headquarters, the cases shared at the event are examples where the influence of HYBE Music Group artists, who receive widespread support across regions and generations, combined well with the characteristics of partner companies and artist brands to create greater impact. They will continue to pursue mutual growth between artists and brands so that the power of K-Culture, which is expanding further with K-pop at its center, can connect with various global brands and sports sectors and expand into mega synergies that people around the world can experience.
