Shopee has tapped South Korean girl group BLACKPINK as its first-ever regional brand ambassador, as part of its partnership with YG Group in Southeast Asia and Taiwan.
This is in line with the launch of its Shopee 12.12 Birthday Sale. A YG Official Store will also be launched on Shopee across markets in the region, offering Kpop fans access to a range of official merchandise.
According to Shopee, the girl group is "a perfect representation" of its brand values as it is young, talented and passionate. Shopee aims to extend its leadership position in the region by targeting a mobile-first generation with brand ambassadors that embody the same hyper-charged growth and ambition. BLACKPINK, Shopee said, captures that brand ethos and its partnership underscores the company's aspirations for the region.
As the regional brand ambassador, BLACKPINK starred in a dedicated Shopee 12.12 Birthday Sale TV commercial, which garnered close to 12 million YouTube views in Indonesia.
Shopee's CEO, Chris Feng, said that the Shopee 12.12. Birthday Sale was initiated to thank all shoppers, sellers and brands for their "unending support" and to share its success with them. He added that the company has taken "giant strides" in the past year and cemented its position as the leading e-commerce platform in the region.
"We look forward to working with [BLACKPINK] and YG Group to co-create exciting initiatives that can engage with, and bring Shopee users from all across the region together; starting with Shopee 12.12 Birthday Sale," he said.
Hae Min You, director of business development department of YG Entertainment and YG PLUS said Shopee's vision and values are "very much in line" with YG's. YG Group’s key values center around creation and innovation, and Shopee’s success as the leading e-commerce player in the region is a testament to its forward-looking approach, he said.
"We are confident that this partnership will allow us to tap on Shopee’s extensive reach to further expand the YG branding, and to collaboratively create more unique experiences for YG fans and Shopee users across the region," he added.