Some say the fifth generation of K-pop began in 2023. This latest generation has been heralded as the inception of a groundbreaking era, distinguished by unparalleled talent, boundless creativity, and unprecedented commercial triumphs. This new wave of rookie groups, with their vibrant new members, groundbreaking concepts, and mesmerizing performances, have quickly risen to prominence in the music industry, carving out a niche for themselves as coveted icons in the lucrative endorsement market.

Endorsements have emerged as a pivotal platform for these burgeoning stars to amplify their reach and monetize their burgeoning fame. From high-end fashion labels to leading cosmetics giants, landing endorsement deals has become a critical milestone in the career arc of a K-pop ensemble, showcasing their marketability and influence beyond the music charts. This strategic alliance between K-pop's fresh talents and global brands underscores a symbiotic relationship that propels both parties to new heights of success and visibility.

Here are five notable fifth-generation rookie K-pop groups and their endorsement deals:

RIIZE – MUSINSA, UIQ, LOUIS VUITTON, BASKIN ROBINS

BABYMONSTER – CNP Laboratory

TWS – SHINSEGAE DUTY-FREE

X:IN – mixsoon, DVAN, Discovery Expedition

ZEROBASEONE – BRING GREEN, ROMANTIC CROWN, Skoolooks, SPAO

The landscape of endorsement deals within the K-pop industry has undergone a significant transformation in recent years, with more and more K-pop groups securing lucrative opportunities to obtain endorsement deals following their debut swiftly. This highlights not only the increasing global recognition and commercial viability of K-pop but also the changing dynamics of marketing strategies for many companies.