From Gap to Global: How KATSEYE Is Owning the Culture Conversation
The debut of KATSEYE, the hottest global girl group from HYBE x Geffen Records, made an instant cultural splash, and not just musically. Their early brand collaborations have already sparked buzz, especially their now-viral ad campaign with Gap.
While that moment grabbed headlines, it was just the tip of the iceberg for what’s proving to be a creative, strategic rollout of partnerships across fashion, lifestyle, and consumer brands. In this article, Hollywood Branded explores how KATSEYE is redefining the brand playbook with standout campaigns from Pandora, Jollibee, and 5 Gum, proving they're not just a group to watch, but a marketing force to be reckoned with.
KATSEYE's Growth
KATSEYE is the new global girl group formed through The Debut: Dream Academy, a joint venture between HYBE (the company behind BTS) and Geffen Records.
The group was created through a competitive audition show that aired in 2023, aimed at finding and building the next big international girl group. The final lineup features six members: Daniela, Lara, Manon, Megan, Sophia, and Yoonchae, representing a diverse mix of backgrounds and nationalities, from the U.S. and the Philippines to Switzerland and South Korea. The group officially debuted in 2024 and has since been positioned not just as musicians, but as global fashion and culture icons.
Photo: Vivien Killilea/Getty Images for HYBE x Geffen Records
Blending Personal Style With Global Reach
Pandora’s collaboration with KATSEYE reflects a strategic move to stay relevant with a new generation of consumers who value both personal expression and cultural credibility.
Known for its customizable jewelry, Pandora has been evolving its image, and its partnership with this rising global girl group has given the brand a fresh, youth-driven edge.
The campaign leaned into each member’s individuality, subtly connecting the idea of their personal symbols in the group and translating them into personal identity through self-expression (without being overtly promotional).
What makes this partnership effective is how naturally KATSEYE fits into Pandora’s larger brand story. Instead of feeling like a flash-in-the-pan celebrity endorsement, the content felt lifestyle-driven and aspirational yet accessible. High profile yet tasteful.
For a jewelry brand looking to expand its global relevance, tapping into a culturally diverse and rapidly growing fanbase, this was a smart, forward-looking move.
Photo Credit: Getty Images for Pandora Jewelry
how brands can Connect with Communities
Jollibee, the beloved Filipino fast-food giant, found an ideal partner in KATSEYE. With four of the six members of the group representing the AAPI and Southeast Asian community, the partnership celebrated heritage, identity, and joy, all central themes to Jollibee’s brand DNA. The campaign wasn’t flashy; instead, it was about its accessibility and coming together.
Photo: Jollibee
This collaboration tapped into both national pride and fan power in a way that few quick-service restaurant brands have managed. It gave Jollibee a fresh global spotlight while reinforcing its status as a notable fast food chain.
For KATSEYE, it rooted them deeper among Asian communities and introduced those unfamiliar with the brand, positioning them as both mainstream and meaningfully connected to community. The partnership also drove loyal KATSEYE fans, also known as EYEKONS, to Jollibee to purchase their exclusive co-branded merchandise and meals.
being bold and creative with 5 gum
5 Gum has always been a brand that was tailored to teens and young adults with bold, sensory-driven campaigns.
Photo: 5 Gum
By partnering with KATSEYE, a group that's risen as the next generation of trend setters, their partnership was unexpected yet perfectly on-brand. The sleek visuals, rebellious energy, and focus on taste incorporated a fun spin on tying together the 5 senses with the cool and confidence that KATSEYE embodies in their music and image.
Photo: 5 Gum
The limited edition sets were sold for $25 USD and all sold out in a minute upon their release.
Overall the campaign utilized playful social content, edgy styling, and customized visuals to make the chewing gum feel aspirational again. It’s a reminder that even legacy brands can win cultural capital when they tap into talent that resonates deeply with younger audiences, not just as influencers, but as lifestyle icons.
From Strategy to Storytelling with Brand Partnerships
What makes KATSEYE’s brand partnerships stand out isn’t just their star power or polished visuals; it’s their alignment with the brands they work with.
Each collaboration feels intentional, not just a quick pay-and-play. From Pandora’s luxury storytelling to Jollibee’s cultural roots and 5 Gum’s sensory-forward branding, KATSEYE shows a clear understanding of how to mirror a brand’s identity while elevating their own.
HYBE x Geffen aren’t just building a pop group; they’re crafting a cross-platform cultural engine, designed for mass consumption of everything they touch. For marketers, this is a case study in partnerships that tap into emotion, identity, and community, not just surface-level exposure.
Photo: GAP
KATSEYE is more than a girl group; they’re a marketing machine. These early collaborations prove that the most effective brand integrations today incorporate the artist's personal touch in a way that is still relevant to the brand.
It’s not just about securing talent; it’s about co-creating something that kicks off a cultural conversation. If your goal is to reach the younger generation, take note: KATSEYE isn’t riding the pop culture wave, they’re helping define it. And the smartest brands are already on board.
Want to Keep learning?
There’s always something cool and exciting happening in the space where entertainment and marketing meet and KATSEYE is just one example.
If you’re interested in how brands are partnering with talent in ways that actually connect with audiences, take a look at some of our other articles on brand partnerships!
- How Pop Culture Partnerships Can Future-Proof a Brand in 2025
- How Music Partnerships Bring New Life to Seasonal Campaigns
- Different Types of Celebrity Endorsements
- To Brands: The Right Entertainment Brand Partnerships Are Better Than Huge Partnerships
- From Royalty to Hollywood: The Evolution of Celebrity Endorsements
