In the first half of 2024, Filipino girl group BINI has dominated the endorsement landscape, securing an impressive seven deals with brands like Jollibee, Keds, Shopee, and POND’S. Their position at the top highlights their growing influence in both the entertainment and advertising worlds, particularly in Southeast Asia, where they are becoming key figures in brand representation.
This trend is also showcasing the diversity of brand partnerships that these artists are engaging in. Ama Lou, for instance, is working with fashion giants like H&M and TUMI, while Saweetie has partnered with brands in the food and beverage sector such as Postmates and Smirnoff Vodka. It’s clear that brands across various industries are recognizing the value of celebrity endorsements, leveraging artists’ influence to reach new audiences.
Luxury brands are also actively working with celebrities to expand their global presence. High-end names like Gucci, Ferragamo, and Balmain Paris are tapping into this trend, with stars like Jihyo of TWICE endorsing Gucci and FILA, underscoring the significant role K-pop and other global artists play in elevating these brands’ prestige.
Lastly, these endorsement deals are truly global. Artists such as Eric Nam have signed deals with international companies like WhatsApp and TUMI, while Jojo Siwa is collaborating with global beauty and tech brands like Maybelline and Temu. This underscores the increasing reach and marketability of artists, as their influence transcends local markets and opens opportunities for brands across the world.
