Are Hong Kong boy band Mirror selling out by endorsing brands left and right, from Samsung to McDonald’s to Louis Vuitton – and does that detract from the brands’ value?

Gucci, Shiseido, Nars, Häagen-Dazs, McDonald’s, Coca Cola, LG, Deliveroo – the list of brands the boy band have collaborated with goes on, but is it too much?

Band members are getting away with it because they bring ‘a sense of joy and pride that Hong Kong finally has their own local celebrities’, one observer says

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Mirror have joined up with Samsung to become ambassadors for the Galaxy Z Fold3 5G and Z Flip3 5G smartphones - this despite band member Keung To endorsing Samsung rival LG.

Published: 7:15am, 2 Sep 2021Updated: 7:57am, 2 Sep 2021

Canto-pop boy band Mirror have captured the hearts of millions of Hongkongers, and brands have been flocking to them to use their fame and popularity in marketing campaigns.

To say the band seem to be endorsing anything and everything is not an understatement; unlike other Canto-pop and K-pop stars who have exclusive deals with brands, Mirror seem to be always open for business.

Since the 12-member ensemble rose to fame through ViuTV’s reality talent show Good Night Show – King Maker three years ago, not only have they reinvigorated the Canto-pop scene and breathed new life into Hong Kong’s entertainment and fashion world, but they have also emerged as Hong Kong’s most in-demand brand ambassadors.

Both individually and as a group, Mirror have acquired numerous endorsement deals in various industries. They have collaborated with luxury labels such as Louis Vuitton, Gucci, Burberry and Giorgio Armani, and endorsed cosmetics brands including Shiseido, Nars Cosmetics, Charlotte Tilbury, Laura Mercier and Estée Lauder.

Keung To in a shoot for Burberry. The singer also headlines a McDonald’s meal.

They are popular figures in the food industry, endorsing brands such as Häagen-Dazs, Vita, Nestlé, Deliveroo and Coca-Cola. In 2021, three members of the boy band collaborated with McDonald’s to release the Hong Kong-exclusive “Keung B Meal”, headlined by singer Keung To.