The team's spirit of challenge and creative approach has attracted significant attention from companies.
With the upcoming album 'GREENGREEN,' they are also actively engaged in advertising.
Group CORTIS has rapidly gained attention in the advertising industry through collaborations with brands across various sectors. Brands in IT, fashion, beauty, and food & beverage are keen on the group's spirit of challenge and authenticity, aiming to showcase their unique colors through this partnership.
Recently, CORTIS collaborated with Apple at an event held in Myeongdong, Seoul, where they received acclaim for blending their musical creativity with Apple's innovative products. In this event on March 13, Apple referred to CORTIS as a 'team that displays unique colors,' and the members shared their creative stories using Apple products. Additionally, CORTIS has strengthened its partnership by releasing the performance video of 'GO!' from their debut album as exclusive content for Apple Vision Pro.
The influence of their fandom is also noteworthy. On February 26, when they revealed the lyrics to their new song 'YOUNGCREATORCREW' through a game by Hancom, the gameplay surged by 11 times, with a significant increase in users in the U.S. as well. Recently, a skincare brand's promotional item featuring CORTIS sold out within 10 minutes of its launch, indicating a high level of interest in the brand. With their debut album achieving the distinction of being the second 'double million seller' in K-pop history, CORTIS is driving a strong reaction in the advertising world, and their upcoming album 'GREENGREEN' is highly anticipated.
CORTIS's successful entry into advertising can be attributed to their musical talent and creative approaches. The diverse content creation involving each member significantly strengthens the psychological connection between brands and consumers. This trend reflects a shift towards a business model centered on consumer experience, transcending traditional marketing.
Additionally, the evolving dynamics of their fandom play a crucial role in amplifying advertising effectiveness. Thanks to social media influence, fans share CORTIS's activities in real time, organically contributing to brand promotion. This engagement with their fanbase not only solidifies CORTIS's brand image but also sets a precedent for other K-pop artists.
Lastly, CORTIS's rise in the K-pop industry goes beyond mere musical achievements; it is also reshaping industry dynamics. Their unique style and expanding global fanbase attract considerable attention from various brands, which is expected to significantly influence the branding strategies of future K-pop artists.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: Big Hit Music
