The group BABYMONSTER has declined ambassador offers from luxury brands and is focusing on its primary work, music activities. Their choice to devote themselves to stage perfection and world tour preparations rather than flashy external activities is being proven by meaningful results such as their new release "춤 (CHOOM)" dominating global charts.
On the 12th, according to the music and fashion industries, leading high-end brands vied to offer ambassador positions to BABYMONSTER, which has been rising in the global music market recently, but BABYMONSTER reportedly declined them all. It is said they turned down numerous enormous offers worth tens of billions of won several times. Considering the current trend where selecting K-pop idols as luxury global ambassadors is regarded as an almost essential formula for success, this is clearly a rather unusual decision.
This aligns with YG Entertainment chief producer Yang Hyun-suk's musical philosophy that "a singer should shine most on stage." The intention is to prevent members, who are just beginning to fully blossom as artists, from exhausting their stamina or losing the quality of their main work due to frequent external schedules such as overseas fashion show appearances. Especially since there are teenage minor members included, they prioritize meticulous condition management and show a strong will to devote all their energy to activities for the currently sensational new song "춤 (CHOOM)" and the upcoming world tour.
This "music-first" approach of BABYMONSTER is directly producing overwhelming global results. The mini third album "춤 (CHOOM)", released on the 4th, sold 387,871 copies on its first day alone (according to Hanteo Chart), marking a career high 1.5 times that of the previous release. The iTunes charts also swept No. 1 in 19 regions and reached the top of the worldwide album chart.
Above all, the performance reaction sparked by the title track "춤 (CHOOM)" is intense. After commissioning drafts from as many as 10 choreography teams and with Yang Hyun-suk personally participating in directing the chorus choreography, the carefully crafted result turned short-form platforms worldwide into a veritable "dance floor." Global fans, captivated by the powerful yet hip swagger-filled key choreography, actively joined in, and the number of challenge videos exceeded 100,000 just two and a half days after release.
YouTube momentum is also hot. The "춤 (CHOOM)" music video grabbed No. 1 on worldwide trending right after release and firmly held the top spot on the global daily popular music video chart for two consecutive days. It has surpassed 37 million views, sweeping major pop markets such as the United States and the United Kingdom as well as China's QQ Music chart. The performance video, which showcased dynamic group choreography with 30 dancers, also quickly surpassed 10 million views, driving a "double pull" at the box office.
This explosive energy that swept charts and short-form platforms is now headed straight for stages around the world. BABYMONSTER will stage a massive global tour of 27 shows across 18 cities with the new world tour "2026-27 BABYMONSTER WORLD TOUR [춤 (CHOOM)] IN ASIA & OCEANIA." In addition to visiting three Oceania cities for the first time since debut, they also set a record in Japan by entering the Kyocera Dome at an unprecedentedly fast pace for a rookie.
Armed with the most dazzling weapon of "overwhelming skill," BABYMONSTER. Their smart and bold determination to show the most perfect performance on stage is intensifying global expectations about what new history they will write in the global music market.
[Photo] YG Entertainment
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