From Dior to Lucky Charms, This K-Pop Band Has High-Low Endorsements Covered

Popular K-Pop group Tomorrow X Together cover a wide range of territory with their endorsements.

The latest in the boyband's series of sponsorships include a new venture with General Mills for a collectible line cereal boxes. They have created limited edition versions of Cinnamon Toast Crunch, Lucky Charms, and more.

Each of the group's five members will be displayed on each box of various cereal brands, also including Cookie Crisp, Trix and Honey Nut Cheerios. That means that fans can purchase a box of Huening Kai, Beomgyu, Yeonjun, Soobin and Taehyun. The boxes include a cardboard cutout of its respective member that fans can keep.

The five-piece's cereal assignments are Soobin for Trix, Yeonjun representing Cookie Crisp, Beomgyu being the face of Lucky Charms, Taehyun taking Honey Nut Cheerios, and Hueningkai appearing for Cinnamon Toast Crunch.

But that's not all, the complete group is also releasing an exclusive box of Reeses' Puffs, which will include all five of them. The delicious pieces of merchandise will only be available in Walmart stores in the United States, starting on May 6.

The new partnership comes after the group took part in a deal that was a bit more high-brow. Last year, they ventured into the fashion world for a partnership with Dior. As they became the first Korean group to headline Chicago's Lollapalooza festival, each of them sported a custom ensemble from the fashion brand.

Tomorrow X Together members Soobin, Yeonjun and Taehyun all took to the stage in various iterations of chino trousers and coordination kilts, topped by sleeveless gilets. Beomgyu and Heuningkai donned cropped wool zip hoodies over pleated shorts, The Territorie reports.

The group's wide array of sponsorships have also included a stint with beauty label It's Skin, becoming global ambassadors for the brand.

Fashion houses tapping into the K-Pop world has proven to be a successful endeavor. Dior has frequently partnered with K-Pop acts, recently cutting a deal with BTS star Jimin, who served as a global ambassador for them. Luxury labels have found success with other stars in the genre, including Cartier collaborating with BTS' Kim Taehyung, Loewe recruiting NCT's Taeyoung, Valentino working with Suga of BTS, and Louis Vuitton bringing in BTS' J-Hope.

Tomorrow X Together, also known as TXT, have found recent success with their latest album, minisode 3: Tomorrow. The drop was the latest in their "minisode" series of mini-albums. The LP included six new songs, as well as several reworked versions of the album's lead single, "Deja Vu." Among the alternate tracks included a "Sped Up Version," a "Slowed + Reverb Version,)" and a remix by Anemoia.

The new mini-album followed their full-length release, The Name Chapter: Freefall, which came out in 2023. It featured hit tracks like "Growing Pain," "Deep Down," "Dreamer," and more.

TXT are also embarking on an upcoming North American tour. Following opening performances at Seoul's KSPO Dome in early May, the group will play cities like Houston, Atlanta, Los Angeles, and more.

Tags

K-Pop, BTS