M&M’S taps K-pop group ILLIT for regional Asia campaign
The candy brand’s first K-pop partnership blends music, social media, and regional marketing. Here’s why it matters for your strategy
Chocolate meets chart-topping K-pop in M&M’S latest marketing move. The Mars Wrigley-owned brand has signed rising girl group ILLIT as regional ambassadors across Asia, marking its first-ever collaboration with a K-pop act.
This partnership is the cornerstone of M&M’S refreshed “It’s more fun together” tagline, aiming to capture the hearts and TikTok feeds of Gen Z fans. At the center of the campaign is the “M Dance Challenge,” a social-first activation inspired by ILLIT’s viral 2024 debut hit Magnetic, which broke into the Billboard Hot 100.
The campaign spans South Korea, Malaysia, the Philippines, Thailand, Taiwan, Hong Kong, and Singapore, bringing together the group’s magnetic energy and M&M’S playful brand personality.
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What happened
Mars Wrigley Malaysia says the brand is tapping into the universal language of K-pop to connect with Malaysian audiences, positioning ILLIT as the latest “Friends of M&M’S.” The tie-up features original choreography echoing Magnetic’s viral moves, inviting fans to join the challenge on TikTok and Instagram.
@marswrigley.my Grab your friends & join the M Dance challenge with the “Friends of M&M’S – ILLIT!” 🫶✨ #mms_ILLIT #itsmorefuntogether #mdance #challenge #아일릿
♬ original sound - MarsWrigley.MY - MarsWrigley.MY
Social-first content will showcase ILLIT alongside M&M’S iconic Spokescandies, fueling interaction across platforms. More activations are expected, with the M Dance Challenge acting as the first major touchpoint.
Catherine Yap, Chocolate Marketing Director at Mars Wrigley Asia, noted that ILLIT’s “vibrant music, captivating performances, and ability to spread positivity” mirror the M&M’S mission of creating moments of fun and connection.
Why it matters
Brand partnerships with K-pop acts are becoming a strategic staple in Asia Pacific marketing and M&M’S is slotting itself firmly into that trend. By aligning with a fast-rising group like ILLIT, the brand gets direct access to an engaged fanbase that thrives on social sharing while also localizing its appeal across multiple markets.
Other global brands are already playing in this space:
- Colgate teamed up with IU to front a multi-country toothpaste launch
- Snickers brought in SEVENTEEN’s Mingyu for a regional product push
- The Singapore Tourism Board partnered with BTS’s Jin to showcase the city in a music video
- Samsung recently named BTS's RM as global ambassador for its Samsung Art TV lineup
The M&M’S move reinforces how pop culture tie-ins can amplify reach, drive organic content creation, and create emotional resonance beyond traditional advertising.
What marketers should know
In Asia’s fast-moving brand landscape, the recent M&M’S x ILLIT collaboration offers valuable lessons on blending pop culture with marketing strategy. From tapping into cross-border fandoms to creating platform-native campaigns, here’s what marketers can take away from this case.
1. K-pop’s cross-market reach is a growth lever
K-pop fandoms are inherently global and digitally active, making them an efficient conduit for campaigns that need to resonate across diverse Asian markets without heavy creative localization.
2. Social-first activations outperform traditional ads with younger audiences
The M Dance Challenge is designed for TikTok’s algorithm, maximizing the chance for viral replication while embedding the brand into fan culture.
3. Brand-character synergy matters
Pairing ILLIT’s distinct personalities with M&M’S Spokescandies creates a visual and thematic link that is instantly recognizable, enhancing campaign memorability.
4. Timing with cultural moments drives momentum
ILLIT’s Magnetic is still fresh in the public consciousness. Leveraging that existing buzz keeps M&M’S campaign relevant and top-of-mind.
The M&M’S x ILLIT partnership is more than a celebrity endorsement. It is a case study in how brands can blend cultural currency, interactive content, and regional rollout strategies to win over Gen Z. For marketers, the takeaway is clear: cultural fluency and platform-native creativity are no longer optional in Asia’s competitive brand landscape.
