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Haribo Jumps on The K-Pop Bandwagon With Jennie Collaboration
In a rather surprising left-field move, German gummy brand Haribo is all poised to collaborate with Blackpink’s Jennie.
The 29-year-old K-pop star has been excited about her latest collaboration with the German gummy brand on Instagram. In the post, Jennie revealed the brand will launch “Ruby Hearts”, her own line of limited-edition gummies inspired by her recent solo album Ruby, however, the official release date has yet to be announced
As one of the most popular K-pop icons around, Jennie has always been an endorsement magnet for both international and local brands since her debut in 2016; including deals with the likes of Johnnie Walker, Chanel, Calvin Klein, Gentle Monster, Lotte and South Korean cosmetics brand Hera.
According to ASN data, the FMCG: Confectionery category has collectively invested slightly over US$68.1m in the Asian sponsorship market since Q322, with an average quarterly investment of almost US$5.9m during this period. Despite the soft power of South Korea, it has a mere 0.7% share of this spend and has been overshadowed by the likes of Japan (54.9%) and China (35.1%). The forecast for Q225 is poised to hit almost US$5m, a figure slightly lower than the average, but still showing signs of recovery after a muted Q125 seeing investment of almost US$2.7m.
