M&M’S taps K-pop group ILLIT as regional ambassadors in Asia-wide campaign

Global chocolate brand M&M’S has named rising K-pop girl group ILLIT as its new regional ambassadors across Asia, in a sweetly strategic play to connect with Gen Z fans.

The partnership, billed as the first time M&M’S has collaborated with a K-pop act, marks the launch of a major regional campaign under the brand’s refreshed tagline "It’s more fun together".

The collaboration sees ILLIT join the brand as “Friends of M&M’S”, blending pop culture flair with the brand’s signature playfulness. As part of the campaign, M&M’S will roll out the "M dance challenge", a TikTok-friendly activation inspired by ILLIT’s debut hit Magnetic, which went viral in 2024 and landed the group on the Billboard Hot 100.

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When reached out to by A+M, Mars Wrigley Malaysia said it is connecting with Malaysian audiences through the universal language of K-pop, using the M&M’S brand purpose of creating moments of fun and connection as a guiding light. It added that ILLIT’s youthful energy and charm perfectly align with the brand’s identity, making the girl group an ideal partner as the latest “Friends of M&M’S”.

"By syncing ILLIT’s catchy tunes with the playful spirit of M&M’S, the brand said it hopes to create joyful, shareable moments. The recently launched M Dance Challenge marks the first of several consumer touchpoints designed to invite fans to engage, participate and spread the fun," the brand said. 

Featuring original choreography designed to echo the catchy moves from Magnetic, the challenge invites fans to join in through music and movement. A wave of social-first content featuring ILLIT alongside M&M’S’ iconic Spokescandies (the brand's colourful chocolate characters) are also expected to fuel fan engagement.

The campaign will run across South Korea, Malaysia, the Philippines, Thailand, Taiwan, Hong Kong, and Singapore from July this year.

"ILLIT’s vibrant music, captivating performances, and their ability to spread positivity mirror M&M’S mission of bringing people together through the power of fun. Each member brings a unique personality that syncs with the colorful cast of M&M’S Spokescandies, perfectly aligning with our brand message,” said Catherine Yap, chocolate marketing director, Mars Wrigley Asia, in a statement.

Meanwhile, ILLIT added, “We’ve loved M&M’S since we were kids and they’ve been part of our growing up, so we’re thrilled to be joining them as ambassadors now as ILLIT. We look forward to having lots of 'fun together' through exciting collaborations in the upcoming campaign, M&M’S and ILLIT, friends forever.”

The move reflects a growing trend of brands tapping into K-pop’s fan economy to deepen engagement with younger audiences and fuel cross-market buzz.

Colgate recently appointed South Korean singer and actress IU as the face of its "optic white purple" toothpaste, launching a campaign across Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong. The videos position IU’s “beauty hack” as the secret behind her whiter smile, appealing directly to her fanbase.

Meanwhile, Snickers partnered with SEVENTEEN’s Mingyu to promote its new oats dark chocolate variant at a #SNICKERSOnTheGo pop-up in Kuala Lumpur, spotlighting its regional reach and cultural clout.

Even destination marketers are leaning in. The Singapore Tourism Board recently worked with BTS member Jin on the music video for Don’t say you love me, filmed entirely in Singapore and released under his second solo album Echo. The video pairs iconic attractions with local favourites, spotlighting the city through a distinctly K-pop lens.

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