Blackpink is now Shopee brand ambassador

1 min readUpdated Jun 4, 2025Dec 3, 20187:41 AM

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Popular all-girl K-pop group Blackpink has been appointed Shopee’s first regional brand ambassador. The appointment is timed to coincide with Shopee’s 12.12 birthday sale, which has embarked on a two week promotional campaign. The planned deals include discounts of up to 80 per cent for the one-day-only promotion.

To draw attention to the sale day, Blackpink have released a dedicated shopee commercial currently available for viewing on YouTube.

The promotion coincides with the launch of Korean entertainment firm YG Group’s official shop on the platform across five Shopee markets, including Singapore.

Blackpink is now Shopee brand ambassador

K-pop group Blackpink was founded in 2016 and within just two years has built a strong reputation for its unique vocals and the group members’ personalities. Hailed by Billboard as the best-charting female Korean act in history, Blackpink has established prominence with record-breaking releases, including the single Ddu-Du Ddu-Du and albums Square One, Square Two and their most recent mini-album, Square Up.

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What this means

Shopee's recruitment of Blackpink is a shrewd, high-impact play designed to energise its 12.12 sale and bolster its market share in the fiercely competitive Asian e-commerce landscape. This celebrity endorsement strategy, similar to Tiffany & Co. Expanding its brand presence, is particularly effective in Asia where K-pop’s influence is undeniable. While the 80 per cent discounts carry inherent margin risks, the broader partnership with YG Group and a dedicated commercial campaign amplifies reach far beyond a typical sale. This pressures rivals to seek equally compelling, culturally relevant partnerships or risk losing mindshare among younger demographics. The true test will be the sustained engagement and revenue impact for YG Group's official shop on the platform after the initial promotional push.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

What is the purpose of Blackpink's appointment as Shopee's first regional brand ambassador?

Their appointment is timed to coincide with Shopee's 12.12 birthday sale, which has begun a two-week promotional campaign. Blackpink also released a dedicated commercial to draw attention to the sale day.

What kind of deals are planned for Shopee's 12.12 birthday sale?

The planned deals for the one-day-only promotion include discounts of up to 80 per cent. This is part of a two-week promotional campaign leading up to the sale day.

Where can shoppers access YG Group's official shop on Shopee?

YG Group's official shop is launching on the platform across five Shopee markets, including Singapore. This launch coincides with Blackpink's promotional activities for the 12.12 sale.

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