The Twice factor: how the K-pop queens are raking in millions off brand endorsements, from Estée Lauder and Nintendo to Pocari Sweat (and don’t forget those school uniforms for Skoolooks)
- Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu are gearing up for new album ‘Formula of Love: O+T=<3’ after their first English single The Feels
- Pocari Sweat is known in South Korea for choosing models with a clean, kind vibe, like Son Ye-jin – and sales soared after Twice signed with the sports drink in 2019
But, like most of today’s pop stars, their earnings don’t just come from their music. The supergroup has also landed remarkable endorsements after rising to fame.
How many of these brand deals do you recognise?
Online games – Nexon Korea, Efun and Nintendo Korea
Many online gaming companies have sought out the girl group, which was formed by JYP Entertainment, to model for their products. One of the first advertisements the group did after its debut was for Nexon Korea’s MMORPG Elsword – but unfortunately not everyone was a fan, since the girls were still rookies at the time and some players couldn’t see a connection between the game and K-pop stars.
Game company Efun also enlisted the help of the popular girl group to advertise their game Dragon Xeneration (DX): War of the New Century. The 15-second video features the members all armed with virtual weapons.
Most recently, the girls appeared in ads for Miitopia for the Nintendo Switch, in March this year. However, there was some confusion when Twice stans got the phrase “Twice & Nintendo” trending on Twitter, as some gamers misunderstood and assumed it had to do with Nintendo’s rumoured second generation Switch console, according to Destructoid.
Beauty and cosmetic products – Innisfree and Estée Lauder