KIA grooves up to the beats of BLACKPINK




Korean culture has grown significantly to become a major driver of global culture. From skincare regimens dominating the cosmetics industry to delicious Korean food making their place on worldwide menu, it is an era of Hallyu; Korean wave. Even K-pop is ruling global music industry and has become a truly global phenomenon.

Being a K-pop fan, Blackpink’s songs are always on my playlist. Blackpink; an iconic Korean girl group became the first all-female K-pop to perform at Coachella music fest. Youtube’s most subscribed girl group, they broke records with their new video, “Kill This Love” reaching 10 million views in four hours.

Recently I came across a musical video from their hyped world tour in which all the four lead singers; Lisa, Rose, Jennie Kim and Jisoo were driving ‘Kia Seltos’. Looking absolutely stunning and classy they stepped out of the elegant car and introduced its cutting-edge technology, features and design.




Kia Motors, Korean car brand adopted a unique strategy for their recent Branding Campaign. In January 2019, they announced collaboration with all female K-pop band ‘Blackpink’, serving as title sponsor for the group’s 2019 world tour.

Under this ‘KIA X BLACKPINK’ inspired outreach campaign, Kia held series of experimental events throughout the duration of tour, giving local fans the opportunity to meet their favourite stars face to face. They operated special booths at each stop of tour calendar where they displayed its newest range of vehicles. 
Blackpink’s world tour ran from Jan 2019 on global scale including 7 places in Asia such as Bangkok, Hong Kong and Singapore in which Kia provided them vehicles.


Blackpink, global ambassador for Kia released special commercial videos in which they are performing alongside sedan cars thus generating excitement for their next concert and also promoting Kia cars. Brand seeks to engage K-pop fans all over the world through world tour and match the rhythm and beats of songs to the features of Kia. They aim to establish closer connection with younger generation through this partnership.


#KiaOnBeat, a digital platform launched by Kia for music fans worldwide to checkout mind-blowing and powerful performance by the band and experience the bold, stylish and stunning Kia cars.  

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