Ray-Ban launches K-pop-infused campaign to connect with Gen Z
Ray-Ban.EXE debuts in Seoul with a film and robot to tap into Korean pop culture
Ray-Ban is pushing deeper into youth culture with its latest campaign, “Ray-Ban.EXE,” launched in Seoul on September 4.
The project marks a notable shift for the iconic eyewear brand, tapping into Korean pop culture, webtoons, and tech-fueled storytelling to resonate with a global Gen Z audience.
This article explores how Ray-Ban.EXE positions the brand at the intersection of culture, fashion, and creative self-expression, and what it means for marketers looking to connect with the next generation of consumers.
Ray-Ban.EXE debuts with a pop-up and short film in Seoul
The Ray-Ban.EXE campaign centers on a short film that draws inspiration from Korean webtoons and dystopian anime.
The film follows EV11, a robot programmed to erase individuality, who stumbles upon a pair of Ray-Ban Clubmasters that trigger a transformation into human form. It’s a visual metaphor for reclaiming identity, one that leans heavily into Gen Z’s emphasis on self-expression and authenticity.
To launch the campaign, Ray-Ban hosted its first-ever pop-up in the Seongsu-dong neighborhood of Seoul, often likened to Brooklyn for its warehouse cafes, galleries, and creative edge.
Many celebrities attended including Jennie from Blackpink. This location choice underscores the brand’s intent to align with Seoul’s thriving cultural scene, now a global beacon of youth-led innovation.
A brand evolution steeped in culture, tech, and identity
Ray-Ban.EXE is more than a branding exercise. It reflects a calculated pivot, moving from legacy cool to a future-facing identity grounded in digital-native culture. The film’s anime styling and cultural references are not surface-level. They are a signal to Gen Z that Ray-Ban is evolving alongside them.
This move comes on the heels of Ray-Ban naming hip-hop artist A$AP Rocky as its first-ever Creative Director, further embedding the brand in youth culture. Combined with its partnership with Meta to develop smart glasses, Ray-Ban is signaling it’s ready to compete on culture, design, and innovation, not just style.
What marketers should know
Ray-Ban’s latest play offers more than fashion inspo. It’s a strategic blueprint for brands trying to resonate with culture-driven Gen Z consumers. Here are the key takeaways:
1. Culture is the new distribution channel
By embedding itself into Seoul’s indie-cool scene and launching a narrative-driven film, Ray-Ban isn’t just promoting sunglasses. It’s delivering a cultural moment. For marketers, this reinforces the value of storytelling through local creative ecosystems instead of just traditional ad placements.
2. Anime, webtoons, and K-style are global creative touchpoints
This campaign illustrates how Korean content formats, like webtoons and anime, aren’t just regional trends. They are global aesthetic codes that resonate with a generation raised on digital visuals. Marketers looking to localize campaigns for global impact should take note.
3. Identity is the product
The EV11 robot’s arc from conformity to expression mirrors the way Gen Z approaches brands. Products are no longer just tools or accessories. They are extensions of self. Marketers who want to stay relevant need to think beyond utility and tap into how their products reflect identity and values.
Ray-Ban.EXE shows how a heritage brand can stay relevant by leaning into bold, culture-forward storytelling. As Gen Z continues to rewrite the rules of identity and brand loyalty, marketers would be wise to follow Ray-Ban’s lead. Speak in stories, show up in the right cultural spaces, and let creativity drive the message.
