Bonia Returns To The Endorsement Game, Partners Twice’s Nayeon

Malaysian fashion retailer Bonia, which specialises in leather goods, has become yet another brand diving into the K-pop world.??

To commemorate its 50th?anniversary, Bonia has made Nayeon from K-pop girl group Twice its brand ambassador.??The 28-year-old singer kickstarted her collaboration with the Bonia’s Daytime Reverie campaign. It aims to showcase her multifaceted personality and emotions through four distinct settings within her daydreams.

?Following the announcement, Nayeon said, “I fell in love with Bonia and their latest range of bags because it gives me a sense of romance and they have a wide variety of styles and designs that suit any occasion.”

“I am excited to be their ambassador working closely with them for their full range of collections this year. I hope my fans will love what Bonia and I have worked on together!”?

Bonia Group CEO Datuk Seri Daniel Chiang mentioned that he was thrilled to have Nayeon on board their campaign, particularly for their 50th??anniversary.

“Nayeon’s vibrant persona and authenticity resonate perfectly with Bonia’s commitment to style, innovation, and individuality. We are thrilled to welcome her as our brand ambassador, embodying the essence of our 50th anniversary celebrations,” he added.

According to ASN data, Bonia has been quiet in the Asian sponsorship market since Q419, and initiated a series of withdrawals in 2020 influenced by the wallet tightening impact of the pandemic. Typically, the Malaysian leather goods brand spends between US$25k to US$50k for a deal, usually a local celebrity endorsement or partnership with a TV show. However, with its 50th?anniversary celebration, the brand is expected to ramp up spending as it hinted at a ‘special surprise’ later this year.

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This article was first published in ASN's January 2024 no. 2 newswire.