Chitato brings TREASURE into Gen Z push for authentic self-expression

Chitato is teaming up with K-pop group TREASURE as its Korean brand ambassador in a campaign aimed at strengthening the snack brand’s relevance among Gen Z.

The collaboration is intended to connect the group’s personalities and relationship with fans to the brand’s positioning around authentic leadership.

The campaign is built around the platform ‘Make the wave you lite’, which draws on the idea that Gen Z can express themselves in different ways without having to follow a single template. Chitato frames these differences through two sides: ‘Wavy’, representing bold, energetic and expressive personalities, and ‘Lite’, representing a calmer, grounded and low-key approach.

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The same contrast is applied to TREASURE, with the campaign highlighting how its members bring different personalities and styles to the group while remaining connected through a shared rhythm.

“Our objective is quite simple. We want to make Chitato more relevant to Gen Z, while using the TREASURE collaboration to drive stronger engagement,” said Harry S. Wibowo, head of marketing, snack food, Indofood Fortuna Makmur.

“It’s a simple invitation. You don’t have to follow someone else’s rhythm. You can make your own,” added the creative team. “Wavy and Lite show two different ways of doing that. You can be bold and loud, or calm and low-key. There’s no single template for being yourself.”

The campaign is designed to extend beyond hero content, with the platform intended to span social content, fan activities, community events, collectibles, gifts-with-purchase and purchase mechanics.

It was developed by MullenLowe Lintas Indonesia, with United Creative also involved. The wider production team includes Agency B, Sevenplus Creative Studio, Ganesha Production House, THECUTSHOP for VFX and motion graphics, and Bluemagic Audiopost for audio post-production.

The campaign’s broader ambition is to establish Chitato’s ‘Make the wave you lite’ idea beyond its association with TREASURE, giving the brand a platform centred on different forms of self-expression while using fandom as a route into participation and purchase.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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