They’ve suspiciously not been active as ambassadors.
Just now
BABYMONSTER is reportedly turning down major luxury brand ambassador offers—and the reason is gaining attention.
According to multiple fashion industry insiders, global luxury brands have recently been aggressively reaching out to the rookie YG girl group for ambassador partnerships. However, BABYMONSTER has allegedly declined all offers for now.
The decision is said to come directly from YG executive producer Yang Hyun Suk, who reportedly believes, “Now is the time to focus only on music.” Unlike many K-pop groups that quickly pursue luxury fashion partnerships to boost global visibility, YG is reportedly prioritizing BABYMONSTER’s artistic growth and performance quality instead.
Insiders claim Yang Hyun Suk wanted to prevent the members’ energy from being divided during what he sees as a critical growth period for the group. Frequent overseas fashion schedules and luxury events were reportedly viewed as potential distractions from the group’s core activities, including live performances, promotions, and tour preparation.
The company is also said to be paying close attention to the health and condition of the group’s underage members while focusing heavily on promotions for their latest release “CHOOM.”
The strategy appears to be paying off. BABYMONSTER recently announced a significantly expanded world tour schedule following the release of their third mini album CHOOM, proving their growing global popularity. According to YG’s latest tour announcement, the group will perform across 18 cities and 27 shows, including stops throughout Asia and Oceania. Their Osaka concert will also reportedly take place at Kyocera Dome, making BABYMONSTER one of the fastest rookie groups to enter one of Japan’s major domes.