BABYMONSTER has put the flood of love calls from luxury brands on hold to focus on their main job: music.
According to multiple fashion industry sources on the 12th, BABYMONSTER has declined all ambassador requests despite a surge of interest from global luxury brands. This decision follows the firm belief of YG Entertainment’s general producer Yang Hyun Suk, who stated that “now is the time to focus only on music.”
The reason BABYMONSTER is pausing their path to becoming the faces of luxury brands is YG Entertainment’s direction to prioritize their growth as artists. This move differs from the typical K-pop trend of prioritizing luxury ambassadorships to gain global buzz.
General producer Yang Hyun Suk reportedly wanted to prevent their energy from being split by external activities during this golden age where BABYMONSTER should be blossoming their musical capabilities. There were concerns that frequent external schedules, such as overseas fashion shows, could potentially affect the quality of their performances. This decision is interpreted as a commitment to managing the condition of the underage members who still need careful care, as well as putting everything into the promotions for their hit new album ‘CHOOM’ and preparing for a world tour to meet fans globally.
This “selection and focus” is being proven by BABYMONSTER’s overwhelming success. After making a comeback on the 4th with their 3rd mini album ‘CHOOM’, BABYMONSTER has proven their global influence by significantly expanding the scale of their world tour.
According to the detailed schedule released by YG on the 11th, BABYMONSTER will visit 8 Asian cities, including Manila, Macau, Bangkok, Jakarta, Singapore, and Hong Kong, as well as 3 Oceania cities, including Auckland, Melbourne, and Sydney, through the ‘2026-27 BABYMONSTER WORLD TOUR [CHOOM] IN ASIA & OCEANIA’. With this, BABYMONSTER has confirmed a massive schedule of 27 performances across 18 cities. Notably, the Osaka stop in Japan will be held at the Kyocera Dome, one of Japan’s five major domes, marking an exceptionally fast record for a rookie group to enter a dome.
Their digital and physical album performance is also dazzling. They topped the iTunes Worldwide Album Chart and swept the number one spot on album charts in 19 different regions. According to Hanteo Chart, they recorded 387,871 copies sold on the first day of release, breaking their own record. This is an increase of approximately 1.5 times compared to the first-day sales of their previous work, ‘WE GO UP’.
Choosing the hot spotlights of the stage over the glamorous lights of the fashion world, BABYMONSTER is focusing on their world tour preparations under YG’s steadfast belief that “singers should shine brightest on stage,” promising high-quality performances.
