News Yang Hyunsuk declines numerous luxury brand ambassador requests for BABYMONSTER to focus on music (1 Viewer)

[Selfmate]

The group BabyMonster has declined ambassador proposals from luxury brands and is focusing on its primary music activities. Their choice to prioritize stage perfection and world tour preparations over glamorous external activities has been validated by meaningful achievements, such as the global chart dominance of their new album 'Dance (CHOOM)'.

According to the music and fashion industries on the 12th, despite numerous high-end brands in the global music market recently offering ambassador positions to BabyMonster—whose stock has been rising—BabyMonster’s agency reportedly declined all offers. It is known that they even rejected multiple proposals worth tens of billions of Korean won. This decision is undoubtedly unusual, considering the current trend where K-pop idols being selected as global ambassadors for luxury brands is seen as a necessary formula for success.

This aligns with YG Entertainment’s chief producer Yang Hyun-suk’s musical philosophy: “A singer should shine brightest on stage.” The intention is to prevent members, who are just beginning to showcase their artistic potential, from exhausting their energy or compromising the quality of their main work due to frequent external schedules like overseas fashion shows. Particularly, with teenage members under the age of 18, meticulous condition management is prioritized, reflecting their strong will to focus all efforts on promoting their hit song 'Dance (CHOOM)' and preparing for the upcoming world tour.

BabyMonster’s ‘music-first’ approach has directly led to overwhelming global success. Their third mini-album 'Dance (CHOOM)', released on the 4th, sold 387,871 copies (based on Hanteo Chart) on its first day, marking a career-high 1.5 times higher than their previous record. The album also topped the iTunes charts in 19 regions, securing the top spot on the worldwide album chart.

The impact of the title track 'Dance (CHOOM)' has been particularly powerful. After commissioning choreography concepts from 10 teams and having Yang Hyun-suk personally direct the chorus dance, the result transformed global short-form platforms into a massive ‘dance arena.’ Captivated by the powerful yet hip-swaying point choreography, global fans actively participated, surpassing 100,000 challenge videos within two and a half days of release.

The heat on YouTube is equally intense. The 'Dance (CHOOM)' music video claimed the worldwide trending No. 1 spot immediately after release and maintained its position as the top daily global music video for two consecutive days. It has surpassed 37 million views, dominating not only major pop markets like the U.S. and UK but also the Chinese QQ Music chart. The performance video, featuring dynamic group dances with 30 backup dancers, has also broken 10 million views, leading a ‘dual hit.’

This explosive energy, which swept charts and short-form platforms, is now heading straight to global stages. BabyMonster will embark on a large-scale world tour, '2026-27 BABYMONSTER WORLD TOUR [Dance (CHOOM)] IN ASIA & OCEANIA', visiting a total of 18 cities across 27 shows. This marks their first visit to three Oceanian cities since debut and sets a precedent in Japan as a rookie by securing an ultra-fast entry into the Kyocera Dome.

Armed with the most dazzling weapon of ‘overwhelming skill,’ BabyMonster’s smart and bold determination to deliver the most perfect performances on stage is generating heightened global anticipation for what new history they will write in the music industry.

Source: https://www.chosun.com/english/kpop-culture-en/2026/05/12/5GELIIPQ6JC5JPADJBYYSIOFW4/

Original Source: https://m.entertain.naver.com/home/article/109/0005532007

@MONSTIEZ

 

[Selfmate]

individual endorsements and activities are extremely important to kpop idols especially on an individual level

I've said it before but in the entire history of kpop less than (I lost count) 10 GG have had all members who started with the same company renew their initial contracts with the same company. This trend is changing however it does show that individually you cannot rely on your team members to all renew with the same company let alone want to continue being idols. Thus one needs to take care of oneself and have individual activities in addition to group ones.

This gives the individual more options as to what they want to do following the expiration of their contract - maybe they want to continue being an idol or acting or modelling or variety shows or hell even leaving the industry all together. Therefore if the group disbands/ goes on hiatus etc etc one can continue to be relevant outside the group

 

[fdonce]

It's not like they release that much, they could easily do both

 

[lexus]

Does he not realize how much brand deals would help with their careers and popularity?

 

[TrinityJade]

It is known that they even rejected multiple proposals worth tens of billions of Korean won.

I get where he's coming from, but at that point, if you're making a GG that is this popular, I think they can def make music AND accept these brand deals

 

[Selfmate]

It's not like they release that much, they could easily do both

Does he not realize how much brand deals would help with their careers and popularity?

I get where he's coming from, but at that point, if you're making a GG that is this popular, I think they can def make music AND accept these brand deals

I think the issue is he doesn't want another BP 2.0 situation

I think the BP and Twice situation (with respect to individual activities) are comparable
BP had a shit tonne of individual activities and brand deals during their initial 7 years
Twice had very little - in fact twice had more individual brand deals in the first 6 months of their 7th year than the entirety of the previous 6 years