[Edaily Reporter Kim Ji-woo ] CU, a convenience store chain operated by BGF Retail(282330), has selected the rising girl group RESCENE as its new brand model. This marks the first time a convenience store chain has chosen a K-pop idol group as its brand model.

CU announced on the 1st that it has selected RESCENE as its new brand ambassador. RESCENE is a girl group that debuted in 2024. Member Won-i’s YouTube channel has surpassed 1.1 million subscribers, proving the group’s popularity, and their hit song “LOVE ATTACK” successfully climbed back up the music charts, earning them a special performance spot on music shows. Recently, they have been expanding their scope of activities by serving as promotional ambassadors for Geoje City, Suwon City, and Gyeongju City.

CU explained that it pursued this exclusive modeling contract after highly evaluating Lisenne’s popularity, growth potential, and approachable image, which involves active communication with fans. This strategy targets the trend of K-pop fandom consumption expanding beyond albums and merchandise into the food and lifestyle sectors.

During the contract period, CU plans to sequentially launch collaborative products across various categories that reflect the tastes and ideas of the Lisenne members. The company also plans to pursue various projects, including seasonal products tied to the group’s new album promotions and collaborative items featuring Lisenne memes.

Lysenne will also participate in CU’s brand campaigns. CU will collaborate with Lysenne to produce main promotional videos, behind-the-scenes footage, and short-form content, which will be featured across online and offline channels, including promotional materials at CU stores nationwide, POS screens, Pocket CU, and official social media accounts.

Customer-participation events will also be organized. CU aims to expand its engagement with the fanbase and enhance the brand experience through online and offline events that allow customers to interact directly with Lisenne.

Kang Byung-hak, Team Leader of the Brand Marketing Team at BGF Retail, said, “As CU is the first in the industry to select an idol group as a brand model, we will go beyond the role of a simple brand model to provide a differentiated brand experience through collaborative products, content, and customer-participation events.”