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Choi Ha Rin

Good news, K-pop fans – Twice is making new music. The nine-member girl band – comprised of Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu – released their very first English single The Feels in October and teased their third album, “Formula of Love: O+T=<3” for a November 12 release – that’s today!
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But, like most of today’s pop stars, their earnings don’t just come from their music. The supergroup has also landed remarkable endorsements after rising to fame.
How many of these brand deals do you recognise?
Online games – Nexon Korea, Efun and Nintendo Korea

Many online gaming companies have sought out the girl group, which was formed by JYP Entertainment, to model for their products. One of the first advertisements the group did after its debut was for Nexon Korea’s MMORPG Elsword – but unfortunately not everyone was a fan, since the girls were still rookies at the time and some players couldn’t see a connection between the game and K-pop stars.


Game company Efun also enlisted the help of the popular girl group to advertise their game Dragon Xeneration (DX): War of the New Century. The 15-second video features the members all armed with virtual weapons.
Most recently, the girls appeared in ads for Miitopia for the Nintendo Switch, in March this year. However, there was some confusion when Twice stans got the phrase “Twice & Nintendo” trending on Twitter, as some gamers misunderstood and assumed it had to do with Nintendo’s rumoured second generation Switch console, according to Destructoid.
Beauty and cosmetic products – Innisfree and Estée Lauder

Many fans look up to the Twice for style and beauty inspiration, so it comes as no surprise that the girl group has been sought after by luxury beauty companies.
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After the group’s debut, the members have consistently been selected as ambassadors for many beauty brands, including South Korean skincare brand Innisfree, LG Household and Health Care’s Nature Collection, and Sofina.
Just like Blackpink’s Jennie became the face of the brand Hera, and Bae Suzy for Lancôme, Twice became the ambassadors of global cosmetic brand Estée Lauder in 2019, continuing up until 2021. According to I News 24, sales have increased significantly since.
Twice has also been in many advertisements for Johnson & Johnson’s contact lenses brand Acuvue in both Japan and South Korea.
Pocari Sweat

Those familiar with K-pop culture will already be aware of the impression Korean consumers have of Pocari Sweat: a Japanese sports drink that seeks out stars who have a clean and kind vibe. Its former models include Son Ye-jin and Moon Chae-won.

The girl group has been an ambassador for the brand for three years, and sales have skyrocketed as a result. According to The Korea Economic Daily, sales jumped from 120 billion won (US$101 million) to 144 billion won (US$121 million).
Twice was the very first idol group to be selected as an ambassador for the drink – and on Pocari Sweat’s 30th year anniversary, to boot.
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Many, many fashion brands

The group has modelled for school uniform brand Skoolooks – a brand beloved by teens – even before their debut, according to AllKpop.
In 2019, Twice were chosen as “Global Benchsetters” for Philippine clothing brand Bench, according to ABS-CBN. The collaboration was announced on Instagram, with a video of the stars wearing the brand’s clothing.
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Twice

The Twice factor: how the K-pop queens are raking in millions off brand endorsements, from Estée Lauder and Nintendo to Pocari Sweat (and don’t forget those school uniforms for Skoolooks)

K-pop girl group Twice has scored lucrative brand deals over the years.Photo: JYP Entertainment

South Korean girl group Twice in an advertisement for the game Sudden Attack. Photo: Nexon

Twice for Estée Lauder. Photo: Estée Lauder

Popular girl group Twice has modelled for Japanese sports drink Pocari Sweat. Photo: Pocari Sweat

Twice’s collaboration increased the sales of the drink significantly. Photo: Pocari Sweat

South Korean group Twice modelled for school uniform brand Skoolooks. Photo: Skoolooks

40 is the new 20: how top-earning K-drama stars Song Hye-kyo, Son Ye-jin, CF Queen Kim Tae-hee and Jun Ji-hyun became richer, fiercer and more successful with age

Is 40 the new 20? K-drama stars Jun Ji-hyun and Song Hye-kyo certainly prove it is. Photos: Alexander McQueen, My Sassy Girl, Autumn in My Heart and Chaumet

Jun Ji-hyun when she was 20 versus now at the age of 40. Photos: My Sassy Girl and Alexander McQueen

Descendants of the Sun actress Song Hye-kyo at 20 versus now at 40. Photos: Autumn in My Heart and Chaumet

Son Ye-jin at 20 versus now at 40. Photo: Kstarslive, Crash Landing on You

CF Queen Kim Tae-hee at 20 versus now at 40. Photos: Soompi and @kimtaehee99/Instagram

Rain and Kim Tae-hee are known as one of the richest celebrity couples in South Korea. Photo: Handout 

4 rising Korean stars whose careers crumbled overnight, from Kim Seon-ho of Netflix’s Hometown Cha-Cha-Cha and Crash Landing on You’s Kim Jung-hyun, to NCT idol Lucas Wong

Korean celebrities Kim Ji-soo, Kim Seon-ho and NCT’s Lucas Wong have all been rocked by scandals recently. Photos: @actor_jisoo, @seonho_kim, @lucas_xx444/Instagram

Many Korean stars, including Kim Seon-ho, have faced controversy at the peak of their careers. Photo: @seonho_kim/Instagram

Hometown Cha-Cha-Cha star Kim Seon-ho was wrapped up in a scandal right after the end of the hit K-drama. Photo: @seonho_kim/Instagram

A recent report on the Kim Seon-ho scandal revealed a different side to the story. Photo: @seonho_kim/Instagram

Kim Jung-hyun also had controversy involving an ex-girlfriend. Photo: @jhkim0405/Instagram

K-drama star Kim Jung-hyun in Crash Landing On You. Photo: TVN

Kim Ji-soo was met with several accusations of violence and sexual harassment. Photo: @actor_jisoo/Instagram

River Where the Moon Rises star Kim Ji-soo was accused of sexual harassment. Photo: @actor_jisoo/Instagram

NCT’s Lucas was embroiled in a scandal in August. Photo: @lucas_xx444/Instagram

The reactions to Lucas Wong’s scandal were varied. Photo: @lucas_xx444/Instagram

What were these Korean stars like during military service? Song Joong-ki apparently stole snacks and G-Dragon made army slippers go viral, while Exo’s D.O lived out his passion for cooking

What were Song Joong-ki and Exo’s D.O like in the Korean military? Photos: Blossom Entertainment, Military Manpower Administration

A still from hit Korean drama series Descendants of the Sun showing actor Song Joong-ki. Photo: Blossom Entertainment

Exo’s D.O served as an army cook in the military. Photo: VLive

Jang Hyun-seung’s appearance changed drastically during his military service. Photo: @89_h/Instagram

Meet Kim Hye-jun, the serial killer in Netflix’s Inspector Koo: she rose to fame in hit K-drama Kingdom and calls her Chip In co-star Oh Na-ra ‘unnie’

Kim Hye-jun will star as a serial killer in Netflix’s Inspector Koo. Photo: @hyello._.o/Instagram

Kim Hye-Jun, who starred in Netflix’s Kingdom, is set to star in Inspector Koo next. Photo: @hyello._.o/Instagram

Kim Hye-Jun was a regular cast member of SNL Korea. Photo: @hyello._.o/Instagram

Kim Hye-Jun rose to popularity after her role in Kingdom. Photo: Netflix

Kim Hye-Jun in Sinkhole. Photo: The Tower Pictures

Despite facing criticism, Kim Hye-Jun persevered and focused on honing her skills. Photo: @hyello._.o/Instagram

Kim Hye-jun and Chip In co-star Oh Na-ra are very close. Photo: @sabita_5/Instagram

Kim Hye-jun is set to star in Inspector Koo with actress Lee Young-ae. Photo: JTBC

5 K-pop and K-drama stars who were exempted from military service, from Hospital Playlist’s Jo Jung-suk to rapper Simon Dominic and Forest star Park Hae-jin

Jo Jung-suk, Park Hae-jin and Yoo Ah-in are Korean celebrities who were all exempted from the country’s military requirement, but why? Photos: @jojungsuk, @parkhaejin_official/Instagram; EPA-EFE

South Korean actor Jung Woo-sung was exempted from military service because he didn’t meet the academic requirements. Photo: @tojws/Instagram

Actor Park Hae-jin was spared from military duty due to mental health struggles. Photo: @parkhaejin_official/Instagram

Rapper Simon Dominic was exempted from military service due to a childhood accident that damaged his left eye. Photo: @longlivesmdc/Instagram

Jo Jung-suk was spared from military duty due to family circumstances. Photo: @jament_official/Instagram

Yoo Ah-in was diagnosed with a bone tumour in 2015. Photo: @hongsick/Instagram

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Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu are gearing up for new album ‘Formula of Love: O+T=<3’ after their first English single The Feels
Pocari Sweat is known in South Korea for choosing models with a clean, kind vibe, like Son Ye-jin – and sales soared after Twice signed with the sports drink in 2019



The nine-member K-pop group, which just released a new album, has modelled for coveted brands like Estée Lauder, Innisfree … and even online games
