BABYMONSTER joins Kopi Good Day to front new latte campaign

Indonesia's instant coffee brand Kopi Good Day has poured fresh energy into its latte lineup with the appointment of rising K-pop girl group BABYMONSTER as brand ambassadors - marking the first Southeast Asian brand partnership for the YG Entertainment act.

Unveiled under the theme "Have a Good Day with BABYMONSTER", the partnership reflects Kopi Good Day's ambition to claim deeper relevance with Gen Z by pairing its sweet, creamy latte variants with the star power of Ruka, Pharita, Asa, Ahyeon, Rami, Rora and Chiquita.

Each group member now represents one of the brand's Good Day Latte characters - embodying not just flavour profiles but an expressive persona in sync with Gen Z's identity-first approach to consumption.

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"This collaboration with BABYMONSTER is our strategic step to bring Good Day Latte closer to the dynamic and expressive young generation of Indonesia," said Linda Wijaya, group brand manager of Kopi Good Day.

Through BABYMONSTER's personalities - both individually and as a collective - Kopi Good Day is pushing coffee into the emotional territory typically occupied by beauty, fashion or tech.

The move also breaks ground in the regional K-pop landscape. Never before has a Southeast Asian brand secured an exclusive campaign partnership with BABYMONSTER. That this first comes from an FMCG coffee label says a lot about how competitive Gen Z attention has become - and how powerful K-pop remains in winning it.

As part of the push, Kopi Good Day rolled out two new product variants: Good Day Latte Original, which leans into a more traditional, roasted latte experience; and Good Day Latte Butterscotch, a sweeter, richer flavour twist aimed at those who favour novelty. Both arrived in tandem with exclusive limited edition BABYMONSTER-themed packaging and merchandise, including fan-favourite photocards.

The launch crescendoed at the girl group's 2025 1st World Tour in Jakarta on 14 June, where Kopi Good Day served as official main sponsor. Fans (known as MONSTIEZ) were greeted by an immersive activation zone featuring latte sampling, K-pop-inspired photo booths, a mobile charging station, and karaoke sessions led by a live DJ.

"We are committed to delivering a unique experience for both MONSTIEZ and Good Day coffee lovers," Wijaya added. "We hope the blend of music and coffee can uplift moods and spark energy."

The brand also premiered a new TVC at the concert, focusing on youth self-expression, diversity, and emotional connection - a natural alignment with BABYMONSTER's global narrative and Kopi Good Day's long-running tagline: "Karena hidup perlu banyak rasa" (Because life is full of flavours).

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