RESCENE selected as first K-pop idol group brand model for convenience store giant CU, tops brand reputation rankings

01 Jul 2026, 02:47 by TelloWoo · allkpop

Rising girl group RESCENE has been selected as the new brand model for convenience store giant CU, marking a historic first for the K-pop industry. This groundbreaking partnership aims to expand CU's marketing efforts by integrating collaborative products and engaging content.

Debuting in 2024, RESCENE quickly garnered attention, with member Woni's YouTube channel surpassing 1.1 million subscribers. Their hit song "LOVE ATTACK" also achieved a remarkable chart "reverse run," further solidifying their rising popularity. The group has also served as promotional ambassadors for various local governments, broadening their public reach.

Beyond traditional advertising, this long-term project will involve RESCENE members directly in product development and content creation. CU plans to launch a series of collaborative products reflecting the members' tastes and ideas across diverse categories. Seasonal limited-edition items linked to new album releases and unique merchandise utilizing RESCENE-related memes are also in the pipeline.

RESCENE will actively participate in creating main advertisement videos, behind-the-scenes footage, and short-form content. These materials will be featured across CU's extensive online and offline channels, including in-store promotions, POS screens, the Pocket CU app, and social media platforms. The collaboration also includes interactive online and offline events designed to foster direct communication and enhance fan experiences.

This strategic move comes as RESCENE continues to climb the ranks, securing the top spot in the July New Idol Group Brand Reputation rankings, according to the Korea Institute of Corporate Reputation's analysis from June 1 to July 1, 2026. Their brand reputation index saw a significant 167.76% increase from the previous month. Additionally, RESCENE recently released group concept photos for their remake single "Pretty Girl," set for release on July 8, 2026, and shared a captivating making-of video for their Casaberdi CF, where members Woni and Liv expressed excitement about showcasing new sides of the group.