CU taps girl group RESCENE as its first brand model

CU announced Thursday that it has selected girl group RESCENE as its new brand model.

RESCENE is a five-member girl group that debuted in 2024. Member Wonyi's YouTube channel has surpassed 1.1 million subscribers, and their signature track "LOVE ATTACK" has been climbing back up music charts.

CU said it chose RESCENE as its brand model in response to the growing trend of K-pop fandom spending expanding beyond albums and merchandise into food and lifestyle categories.

The partnership will encompass brand model activities, collaborative product development and content production.

During the contract period, CU plans to roll out collaborative products across various categories that reflect the members' personal tastes and ideas. The convenience store chain also intends to release season products tied to new album promotions and merchandise inspired by internet memes.

RESCENE will also participate in brand campaigns. CU plans to produce a range of content with the group, including a main promotional video, behind-the-scenes footage and short-form clips. The content will be distributed across both online and offline channels — from in-store promotional materials and point-of-sale screens at CU locations nationwide to the Pocket CU app and social media.

"RESCENE is an artist with outstanding growth potential and buzz, as well as a warm, approachable charm in actively engaging with fans — qualities we expect to create strong synergy with the CU brand," said Kang Byeong-hak, head of the brand marketing team at BGF Retail.