The group BABYMONSTER put on hold the flood of luxury brand love calls to focus on their primary work, music.
On the 12th, according to multiple fashion insiders, BABYMONSTER recently received a barrage of ambassador requests from global luxury brands but conveyed the position "for now, we will decline them all." This decision follows the firm conviction of Yang Hyun-suk, YG Entertainment's (hereinafter YG) general producer.
Behind BABYMONSTER's pause on becoming the face of luxury brands lies YG Entertainment's direction to emphasize growth as artists. This move differs from the usual practice of K-pop groups prioritizing luxury ambassadorships to secure global publicity.
General producer Yang Hyun-suk is said to have wanted to prevent BABYMONSTER's energy from being dispersed by external activities during the golden period when they should be developing their musical abilities as artists. Frequent external schedules such as overseas fashion shows raised concerns that they could potentially create cracks in the group's core work, stage perfection. In particular, the decision is interpreted as a determination to devote themselves to managing the condition of underage members who still need protection and careful care, to the promotion of the hit new release "CHOOM (춤)", and to preparing a world tour to meet fans worldwide.
This "selection and concentration" is being proven by BABYMONSTER's overwhelming results. BABYMONSTER, who made a comeback with the mini album 3 "CHOOM (춤)", released on the 4th, greatly expanded the scale of its world tour and demonstrated global influence.
According to the detailed schedule YG released on the 11th, BABYMONSTER will visit eight Asian cities including Manila, Macau, Bangkok, Jakarta, Singapore and Hong Kong, as well as three Oceania cities including Auckland, Melbourne and Sydney, through the "2026-27 BABYMONSTER WORLD TOUR [CHOOM (춤)] IN ASIA & OCEANIA." With this, BABYMONSTER confirmed a vast schedule of 27 performances in 18 cities in total. In particular, the Osaka date among the Japan shows was confirmed for Kyocera Dome, one of Japan's five major domes, marking an unusually rapid dome entry record for a rookie.
Digital and album results are also dazzling. Not only did they top the iTunes worldwide album chart, they also swept No. 1 on album charts in a total of 19 regions. According to Hanteo Chart, first-day sales recorded 387,871 copies, setting a personal best. This is about 1.5 times higher than the first-day sales of the previous work "WE GO UP."
Choosing the hot stage lights over the glamorous spotlight of the fashion world, BABYMONSTER, under YG's steadfast belief that "singers should shine most on stage," is concentrating on preparing for the world tour and promising highly polished performances.
[Photo] YG Entertainment
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