Global K-pop superstar group NewJeans continues their streak of massive brand collaborations, making an adorable debut in PlayerUnknown’s Battlegrounds (PUBG).
As part of the battle royale game’s 30.1 update, PUBG released a wide range of NewJeans-themed gear to celebrate the occasion.
This includes adorable accessories, weapon skins, and emotes for the dances to some of the group's many hit songs, like "OMG."
View this post on Instagram
Players can also dress up in stage-inspired outfits, and play as one of the group’s five members: Minji, Hanni, Danielle, Haerin, and Hyein.
Additionally, the Taego School area in the game was given a bubblegum pop makeover, featuring sparkly rainbow motifs and a pink-and-purple truck that converts into a concert stage.
The update was released for Windows PC users on Wednesday and will be available for console gamers starting June 20.
A short brand film accompanies the announcement featuring the group themselves in their bunny-themed signature cute outfits (NewJeans fans are called Bunnies), dancing and hanging out in a game-inspired fantasy world.
The girls play target practice with a bubblegum-colored rifle, drive around in an off-road car from the game, and take selfies to the tune of their latest single, "How Sweet."
NewJeans Is on a Roll
PUBG x NewJeans is just the latest stroke of inspired marketing from ADOR, the independent label under K-Pop giant HYBE.
The label, along with its wunderkind group NewJeans, is hot off the success of its long list of collaborations over the last two years with the likes of Coca-Cola, The Powerpuff Girls, McDonald's, Nike, Levi's, and LINE Friends.
PUBG has had its fair share of collaborations, most notably with the cult classic anime series Neon Genesis Evangelion.
The game also featured K-pop group BLACKPINK for PUBG Mobile in 2022.
PUBG fans seem to be struck with NewJeans fever, as memes begin to crop up of the idols' avatars.
View this post on Instagram
Meanwhile, NewJeans is gearing up for the music video release of their latest single "Supernatural." The group shows no signs of stopping, shaping up to be one of the most valuable brands in the K-pop industry today.
Editing by Katherine 'Makkie' Maclang
