Colgate taps K-pop icon IU for star power and sparkle

Colgate has partnered with South Korean singer and actress IU to promote its "optic white purple" toothpaste, tapping into the global reach and influence of the K-pop star.

The campaign, which spans Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, features a series of social media posts with IU endorsing the product. In the videos, she describes the purple variant as her personal “beauty hack” and “the secret” to her whiter smile.

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The brand also teased the launch of a limited-edition kit. Based on Colgate Philippine's social posts, the merch will be available soon, and will include a special-edition tote bag, photocards, posters, notepads and more.

The teaser has already sparked speculation and buzz among fans, with several online users expressing interest in the collaboration.

In the days leading up to the reveal, Colgate dropped a short teaser hinting that “the queen of K-pop” was about to unveil her secret beauty hack for a radiant smile. The cryptic post sparked speculation online, with many fans correctly guessing that IU was the face behind the campaign.

Colgate’s move reflects a broader trend of brands leveraging K-pop star power to connect with younger consumers and tap into the emotional pull of fandom culture.

Elsewhere in the region, Indonesian beauty brand Barenbliss has named rising K-pop girl group Hearts2Hearts as its new brand ambassadors. Officially launched via the brand’s Instagram campaign “We’re connected!”, the collaboration is aimed at capturing the attention of Gen Z and Millennial beauty fans in a crowded market.

Meanwhile, Snickers is turning up the cultural heat with its new oats dark chocolate variant, unveiled at a #SNICKERSOnTheGo pop-up event in Kuala Lumpur. The campaign was fronted by Snickers Asia brand ambassador Mingyu, a member of K-pop group SEVENTEEN.

Across the border, Singapore Tourism Board is leaning into K-pop’s global appeal with BTS member Jin’s music video for Don’t Say You Love Me. Filmed entirely in Singapore and released under his second solo album Echo, the video blends music with scenes from iconic attractions such as Gardens by the Bay, the National Gallery, and Anderson Bridge, alongside local favourites such as Keng Eng Kee Seafood and Goldhill Plaza.

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