Jakarta, [June 23, 2026] — Sunsilk officially launches its latest Global Brand Ambassador campaign featuring BABYMONSTER, a girl group from YG Entertainment, one of South Korea’s leading entertainment companies, and a global pioneer in the K-pop industry, home to internationally renowned artists such as BIGBANG, BLACKPINK, and TREASURE. In just over a year since their official debut, BABYMONSTER has achieved remarkable global success, including earning million-seller status with their first full-length album, DRIP, embarking on their first world tour, and solidifying their position as one of the most promising new-generation K-pop groups on the international stage. This campaign marks a strategic step for Sunsilk in strengthening its connection with the younger generation through a more relevant, dynamic, and culturally resonant approach that reflects their everyday lives.

Launched in October 2025, the campaign first rolled out across Southeast Asia before expanding to global markets in July 2026. Centered around the message “Let Your Hair Sway Like Silk,” Sunsilk encourages individuals to express themselves with confidence through healthy, soft, and beautifully flowing hair.

The campaign was designed as an end-to-end brand journey, seamlessly integrating BABYMONSTER’s song & the brand campaign, visual storytelling, and immersive brand experiences across multiple consumer touchpoints. At the heart of the collaboration is “DRIP,” the title track from BABYMONSTER’s first full-length album, which has achieved remarkable global success, including surpassing 100 million YouTube views in just 21 days and becoming the group’s highest-charting song on the Billboard Global 200. The song’s dynamic energy and signature choreography inspired the creative direction of the Sunsilk x BABYMONSTER campaign, centered around the concept of hairography, celebrating confidence through the expressive hair movement, silky hair as an extension of self-expression.

Going beyond a conventional advertisement, Sunsilk brought the campaign to life through a cinematic brand film that delivered an engaging, story-driven experience. This creative approach resonated strongly with audiences, with the campaign video generating more than 50 million organic views within its first month of launch, making it the most-viewed campaign in Sunsilk’s history.

Across multiple countries, the campaign has established a strong presence through extensive execution, spanning in-store branding and impactful out-of-home (OOH) placements in high-traffic locations. The campaign is further brought to life through immersive pop-up experiences and exclusive consumer promotions, including getting Sunsilk x BABYMONSTER photocards with qualifying Sunsilk purchases at participating supermarkets and convenience store chains in each market. In addition, consumers have the opportunity to collect official BABYMONSTER merchandise, with the campaign culminating in a grand prize experience—a trip to South Korea for an exclusive opportunity to interact with BABYMONSTER.

According to Jennifer Heryanto, Director of WISEMEN, the campaign agency managing the partnership between YG Entertainment and Unilever, collaborating with a global icon like BABYMONSTER goes beyond featuring a popular artist in a marketing campaign. It represents a strategic approach to engaging consumers in an era where global culture continues to shape how brands connect with audiences.

“K-pop has evolved into a powerful cultural force capable of building deep emotional connections with consumers, particularly Gen Z and Millennials. What’s especially exciting is that collaborations between brands and K-culture talent are no longer designed for a single market. Increasingly, these campaigns are developed from the outset to engage audiences across multiple countries, both regionally and globally, as K-culture continues to strengthen its influence as a worldwide cultural phenomenon,” said Jennifer.

She added that the success of collaborations like this is determined not only by the popularity of the celebrities, but also by a brand’s ability to authentically integrate K-culture into its brand strategy and marketing execution.

By combining the power of culture, creativity, and immersive brand experiences, the campaign aims to further strengthen Sunsilk’s position as a global brand that continues to evolve alongside the aspirations, lifestyles, and cultural interests of younger generations around the world.