Nabati taps K-Pop groups Aespa and RIIZE as brand flavour ambassadors

Snack titan Nabati Indonesia has tapped K-pop groups AESPA and RIIZE as its brand ambassadors for the brand's Richoco and Richeese flavours respectively. 

This comes after Nabati's latest appointment of K-pop group ENHYPEN as the brand ambassador for its Goguma flavour. It also marks the first time in Indonesia that one brand ambassador per flavour is featured within a single brand. 

According to a statement seen by MARKETING-INTERACTIVE, AESPA will be the brand ambassador for the Richoco flavour as the girl group "embodies the essence of femininity in chocolate." 

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Meanwhile, Richeese, featuring boy group RIIZE, "evokes timeless nostalgia with its classic flavour profile." 

To celebrate these appointments, Nabati has released videos featuring the flavoured snacks and the K-pop groups. 

In one video, the different members of AESPA are seen in brown clothing and are posing with various Nabati snacks in the Richoco flavour. 

In another video, the members of RIIZE are seen taking group pictures during a photoshoot. The video introduces each member before ending with an animated image featuring Nabati snacks in Richeese flavours, with a quote that reads "Get Richeese with RIIZ." 

"The meteoric rise of K-pop culture presents an unparalleled opportunity for Nabati. Our steadfast Gen Z fanbase finds resonance in these iconic K-pop idols, infusing our wafer, biscuit, and snack offerings with newfound zeal," said Denta Anggakusuma, vice president of commercial PT Kaldu Sari Nabati Indonesia. 

The campaign was done in collaboration with AdsOn Asia, a creative agency under the Y Program of FAB Indonesia. 

"This collaboration heralds a new era of brand engagement, infusing Nabati with fresh allure through the prism of Korea's foremost stars. By captivating audiences across the Asia Pacific, we're not just crafting campaigns; we're curating experiences," said Angel Roberty, the co-founder of AdsON Asia. 

AESPA and RIIZ are not the only Korean stars to be associated with a brand. Recently, luxury brand Gucci picked K-pop star, Hanni from Korean girl group NewJeans, to lead their new global campaign for the Horsebit 1955.

NewJeans took to their official Instagram page to announce the new campaign alongside a campaign photo of Hanni striking an elegant pose with the Horsebit 1955.

“Stay tuned for a big reveal. A sneak peek of something special,” it said in the Instagram post.

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