ILLIT Becomes 30th Face of Pocari Sweat, Only Second Girl Group Ever to Land Iconic Deal
Rising girl group ILLIT has officially joined the ranks of Korea’s top-tier “refreshing icons” by becoming the newest exclusive models for the Pocari Sweat brand a title often regarded as a major milestone for young celebrities.
According to their agency BELIFT LAB, members Yunah, Minju, Moka, Wonhee, and Iroha have been selected as the 30th official endorsers for the iconic Dong-A Otsuka ion beverage brand. Notably, Wonhee had already been chosen as the brand’s 29th solo model, and this new contract marks a full-team promotion making ILLIT only the second girl group ever to model for Pocari Sweat, following TWICE in 2017.
A representative from Pocari Sweat explained the choice, saying, “ILLIT is a group full of bright and lively charm that perfectly matches our brand’s refreshing and healthy image. We believe the brand message of cheering on the individuality and youth of confident teenagers will be well-delivered through ILLIT.”
Often referred to as a “gateway to stardom,” Pocari Sweat has featured top stars as its face over the years, including actresses Son Ye-jin, Han Ji-min, Park Shin-hye, Kim So-hyun, and global girl group TWICE.
ILLIT’s appointment further solidifies their position as a next-generation icon, known for expressing the bold and independent spirit of Gen Z youth.
Fresh off their 1st debut anniversary on March 25, ILLIT continues to soar in popularity both in Korea and internationally. Most recently, they took home “Best New Artist (K-pop)” at the 2025 iHeartRadio Music Awards in the United States. The group has also claimed seven rookie awards across major Korean and Japanese music award shows, achieving a total of 13 trophies within their debut year.
With their fresh image, impressive achievements, and growing global recognition, ILLIT is not only reshaping the K-pop rookie landscape but also proving their potential as global brand ambassadors. As they step into their second year, all eyes are on how far this “refreshing icon” of the next generation will go, both on stage and beyond.
