M&M’S has named ILLIT as its new Asia ambassadors. This marks the first time a K-pop group has partnered with the chocolate brand. The collaboration introduces a regional campaign themed It’s More Fun Together.
ILLIT rose to global fame with their debut single “Magnetic.” The song went viral, entered the Billboard Hot 100, and became a favorite among Gen Z. Now on their third mini album, ILLIT brings energy and joy that align with M&M’S playful brand.
The group will front the M Dance Challenge, inspired by their debut hit. Fans across Asia are invited to join in through custom choreography. The campaign will feature exclusive content, behind-the-scenes clips, and fun interactions with the M&M’S Spokescandies.
Catherine Yap, Mars Wrigley Asia’s Chocolate Marketing Director, said ILLIT’s energy and charm match the brand’s mission. “Their personalities align with our colorful Spokescandies, and we’re excited to create fun moments together.”
ILLIT also shared their excitement. “We’ve loved M&M’S since we were kids. Being ambassadors now feels special. We can’t wait for fans to enjoy what’s coming.”
The campaign will run across South Korea, Malaysia, the Philippines, Thailand, Taiwan, Hong Kong, and Singapore.
