Which NewJeans member works with which luxury brand? The K-pop girl group just toppled BTS – now Minji, Hanni, Danielle, Haerin and Hyein are all endorsement queens signed to competing fashion houses

May 22 , 2023

Despite only debuting in July 2022, NewJeans have been clocking luxury endorsements at pace. Here they are spotted early on at a Chanel event in August 2022. Photo: @newjeans_official/Instagram

‘Attention’, please: NewJeans just beat BTS as the fastest K-pop act to reach 1 billion Spotify streams, in 219 days and with just 7 songs – but that includes smashes OMG, Ditto and Hybe Boy

Did someone say ‘new Blackpink’, again? Minji, Hanni, Danielle, Haerin and Hyein have already all been tapped as global ambassadors for major European luxury brands – so who got which luxury label?

In case you’ve been living under a soundproofed rock, there’s a new group of Korean darlings in town – NewJeans just broke the Guinness World Record as the fastest K-pop act to reach 1 billion Spotify stream. They pulled it off in 219 days – since their debut “Attention” last July – unseating BTS, the world-beating band who seemed to topple all conventional belief systems when they achieved that same feat in just 409 days.

And that means just one thing – a wave of interest from European fashion houses eager to capitalise on the trend.

NewJeans hit 1 million Spotify streams … Just. Like. That. Photo: @newjeans_official/Instagram

With just seven songs in their discography, they have gone viral multiple times on TikTok, where the hashtag #NewJeans has racked up over 13.4 billion views.

Some of their songs – “OMG” “Hype Boy” and “Ditto” – have been used in over a million TikTok videos combined.

Despite being less than one year old, the group has also been clinching brand deals left, right, and centre – each member is currently a brand ambassador of at least one luxury label.

NewJeans promote its OMG release. Photo: @newjeans_official/Instagram

NewJeans is under a South Korean record label Ador, which was launched as an independent label by Hybe, the company that houses the K-pop superhit BTS.

All five members of the group are younger than 20, the oldest being 19 and the youngest just 15.

So to celebrate their latest record-breaking win, let’s see which NewJeans member works with which brand.