Convenience store CU said on the 1st that it selected K-pop girl group RESCENE as its new brand model.
CU said it signed the exclusive model deal after highly rating RESCENE's growth potential, buzz, and friendly image of actively communicating with fans. In line with the trend of K-pop fandom consumption expanding beyond albums and merchandise into food and lifestyle, the company plans to create new customer experiences with RESCENE and strengthen brand competitiveness.
CU and RESCENE will push a comprehensive project that goes beyond a simple brand model contract to include collaborative product development, branded content production, and customer participation events. During the contract period, CU will sequentially roll out collaborative products across multiple categories that reflect the RESCENE members' tastes and ideas. It is also planning seasonal products tied to new album promotions and collaboration products that leverage RESCENE's memes.
Meanwhile, RESCENE is a five-member girl group under The MUSE Entertainment that debuted in 2024. The YouTube channel of the group's leader, Wonyi, topped 1.1 million subscribers, proving its buzz built on a digital fandom, and the group is rapidly raising its public recognition as its signature track "LOVE ATTACK" climbs back up the music charts. Recently, the group expanded its activities into the public sector by serving as public relations ambassadors for Geoje, Suwon, and Gyeongju.
Kang Byunghak, Head of Team of BGF Retail's brand marketing team, said, "RESCENE is an artist with strong growth potential and buzz, as well as a friendly appeal built on active communication with fans, and we expect high synergy with the CU brand," adding, "As CU is the first in the industry to select an idol as a brand model, we will go beyond a simple brand model and deliver a differentiated brand experience through collaborative products and content and customer participation events."