INTI jumps on K-pop fever by co-sponsoring BLACKPINK concert

INTI International University & Colleges has jumped on board the K-pop hype by becoming a co-sponsor for a concert by South Korean girl group BLACKPINK in Kuala Lumpur.

INTI students will have access to promotions for exclusive BLACKPINK giveaways, including send-off passes, sound-check passes, autographed posters and tickets to the concert. According to Timothy Johnson, senior VP for marketing, products and partnerships, higher education must come to accept that fun and lifestyle are as much a part of a student's journey as academic excellence and career development.

He added that university life is touted as some of the most memorable years for an individual and beyond the qualifications they graduate with, students build their best experiences during this time.

"Integrating lifestyle and fun helps us connect with our students on a personal level and allows us to engage with them beyond the classroom. In doing so we learn more about our students, and are able to curate meaningful experiences for them throughout their time with us," Johnson said.

A+M has reached out to INTI for additional information.

INTI is not the only brand drawn to the K-pop fever. Last October, Marrybrown unveiled a K-pop inspired music video to promote its hot chicks burger combo and hot chicks drumlets combo. Meanwhile, Domino's Malaysia also rolled out a campaign titled “Samyeang Showdown” in 2018 featuring a Korean-inspired menu.

AirAsia's inflight magazine also seized the opportunity to jump in on the hype by partnering with Tinder to reward fans of South Korean Singer, Seungri, with concert tickets.