The group BABYMONSTER has temporarily put aside the flood of offers from luxury brands due to the beliefs of Yang Hyun Suk.
According to multiple fashion insiders on the 12th, despite receiving a surge of ambassador requests from global luxury brands recently, BABYMONSTER has decided to “politely decline all for now.” This decision aligns with the firm belief of Yang Hyun Suk, YG Entertainment’s chief producer, who insists that “now is the time to focus solely on music.”
Behind BABYMONSTER’s pause in becoming the face of luxury brands is YG Entertainment’s direction to prioritize the group’s growth as artists. This approach differs from the common practice of K-pop groups prioritizing luxury brand ambassadorships to generate global hype.
Insiders reveal that Chief Producer Yang aimed to prevent BABYMONSTER’s energy from being drained by external activities during their prime period to fully bloom musically as artists. Concerns were raised that frequent external schedules like overseas fashion shows could undermine the quality of their main work on stage. This careful management also includes attending to the condition of underage members who still require protection and meticulous care, as well as the firm commitment to the current hit release “CHOOM” and preparations for a world tour to meet fans worldwide.
This strategy of “selection and focus” is proving successful with BABYMONSTER’s overwhelming achievements. Since their comeback with the mini-album CHOOM released on the 4th, the group has significantly expanded the scale of their world tour, affirming their global influence.
According to the detailed schedule released by YG Entertainment on the 11th, BABYMONSTER’s 2026-27 BABYMONSTER WORLD TOUR [CHOOM] IN ASIA & OCEANIA will visit eight Asian cities including Manila, Macau, Bangkok, Jakarta, Singapore, and Hong Kong, as well as three cities in Oceania: Auckland, Melbourne, and Sydney. This finalizes a vast schedule of 27 shows across 18 cities. Notably, their Osaka concert is confirmed at the Kyocera Dome, one of Japan’s five major domes, setting a remarkably rapid dome debut record for a rookie group.
Their digital and album performance is equally dazzling. They not only topped the iTunes Worldwide Album Chart but also claimed number one on album charts in 19 regions. On the day of release, they recorded 387,871 sales according to Hanteo Chart, surpassing their own record. This figure is approximately 1.5 times the first-day sales of their previous release WE GO UP.
Choosing the spotlight on stage over the glitter of the fashion world, BABYMONSTER, under YG Entertainment’s steadfast belief that “singers should shine brightest on stage,” is dedicating themselves to preparing for the world tour, promising highly polished performances.