In an unexpected turn of events, the German supermarket chain Kaufland has taken a unique approach to captivate K-Pop fans worldwide. Instead of enlisting existing idols to promote their brand, Kaufland has ventured into the realm of entertainment by creating their very own K-Pop group. The pre-debut group, JXENM, has garnered significant attention even before their official debut. Let’s delve into the intriguing story behind this collaboration and explore the journey of JXENM thus far. JXENM, short for JX Entertainment, is a South Korean record label and entertainment agency that plans to introduce an all-girl group to the music industry in 2023. The agency unveiled the first four trainees, Bokyeong, Chaehee, Seran, and Yunchae, as prospective members of the upcoming girl group on August 7, 2021. Although JXENM’s primary social media presence consisted of dance covers by their trainees, the group exhibited signs of activity and potential.
The path to debuting a K-Pop group is known to be filled with challenges, and JXENM faced its fair share of hurdles. While their agency continued to actively recruit new members, the group experienced some unexpected departures. Around the time of their latest recruitment notice, member Bokyeong disappeared from JXENM’s social media accounts and was subsequently unfollowed, indicating her departure from the group. Later on, near the end of 2022, Chaehee, too, went missing from their social media presence and was ultimately revealed to have left the group during one of their Instagram live sessions. Amidst the member changes and uncertainties, JXENM found an unlikely partnership in Kaufland. The German supermarket chain, with its extensive presence across several European countries, decided to venture into the world of K-Pop by featuring JXENM in one of its recent advertisements.
This groundbreaking collaboration caught the attention of K-Pop fans worldwide, as it demonstrated Kaufland’s innovative and creative approach to engage with a diverse audience. Kaufland’s decision to create its own K-Pop group for promotional purposes marks a departure from the conventional strategies employed by brands in the industry. By associating itself with the global phenomenon that is K-Pop, Kaufland aimed to tap into the immense popularity of the genre and leverage it to enhance its brand visibility and appeal. Furthermore, the collaboration with JXENM has provided the pre-debut group with substantial exposure, introducing them to a wide international audience of K-Pop enthusiasts. This exposure could potentially pave the way for JXENM’s future success and provide them with a platform to showcase their talent and garner a dedicated fanbase.
Kaufland’s decision to create a K-Pop group for their advertisement campaign has undoubtedly caught the attention of K-Pop fans worldwide. JXENM, the pre-debut group under JXENM Entertainment, has become an integral part of this unique collaboration. While the group has faced challenges and member changes along the way, their affiliation with Kaufland presents them with an opportunity to leave a lasting impression on both the K-Pop and advertising industries. As K-Pop continues to captivate audiences globally, the partnership between Kaufland and JXENM exemplifies the versatility and reach of the genre. It blurs the lines between entertainment and marketing, proving that
