Yeonjun, a member of the globally popular K-pop group TXT (Tomorrow X Together), has been officially announced as the new face of Somersby, a leading international cider brand. The announcement was made via a series of coordinated social media campaigns across Southeast Asia, including Malaysia, Singapore, and Hong Kong.
A Refreshing Collaboration
Under the campaign hashtags #YEONJUNxSOMERSBY and #SomersbywithTXTYEONJUN, Somersby unveiled Yeonjun as their latest brand ambassador through a high-impact promotional video and vibrant social media teasers. The campaign marks a fresh and exciting direction for the beverage brand, tapping into the K-pop phenomenon to broaden its appeal among younger audiences.
The official announcement came with an Instagram reel from Somersby Malaysia, featuring Yeonjun in a sleek, cider-themed concept. Prior to this reveal, Somersby Singapore teased the partnership with cryptic posts that sparked speculation among fans.
Spotlight on Southeast Asia
This collaboration seems strategically aimed at Somersby’s Southeast Asian market. The brand’s regional accounts have been actively promoting Yeonjun’s involvement, signaling a concentrated effort to engage K-pop fans in the area. The move has been met with enthusiastic response from fans and consumers alike.
“This is such a fun and unexpected pairing. Yeonjun brings energy and charisma to everything he does,” said one fan on Reddit. “Somersby really scored with this one.”
A Bold Move for a K-pop Idol
While it is uncommon for K-pop idols to endorse alcoholic beverages due to strict industry norms and audience sensitivity, Yeonjun’s partnership with Somersby reflects a shift in branding strategies. It also highlights the growing influence and global appeal of K-pop stars beyond music.
Yeonjun, known for his stylish visuals, stage presence, and outgoing personality, is expected to bring a refreshing image to the cider brand—aligning with Somersby’s youthful, vibrant identity.
A Milestone in Yeonjun’s Career
This ambassadorship marks another significant milestone for Yeonjun, whose influence has steadily expanded into fashion, entertainment, and now lifestyle branding. As TXT continues to make waves globally, Yeonjun’s solo endorsements further solidify his status as a top-tier global influencer.
Fans can expect more promotional content in the coming weeks as the campaign rolls out across multiple platforms.
