Although this year's performance program focused on Latin artists, the presence of two Korean stars in major advertisements still created a wave of lively discussion on social networks.
According to international sources, Rosé appeared in the campaign marking Levi's return to the Super Bowl after about two decades. The advertisement quickly attracted attention not only because of the fashion factor but also because of the global influence of the female singer. Observers believe that this collaboration reflects the trend of blurring the boundaries between music, fashion and mass entertainment - where K-pop artists are increasingly becoming representatives of iconic brands.
Meanwhile, Jisoo surprised when participating in the 30th anniversary campaign of the Pokémon entertainment brand. The advertisement combining bright images with Jisoo's global star attraction quickly spread on digital platforms, collecting a large amount of interaction. Many media experts assess this as proof of the personal brand strength of K-pop idols in reaching a diverse audience community, from music to popular culture and video games.
Rosé and Jisoo's co-apparition in advertisements broadcast at Super Bowl - one of the TV events with the largest number of viewers in the world is considered an important step forward for the presence of Asian artists in the global entertainment market. Not only meaningful for brand promotion, these campaigns also contribute to affirming the cultural position of K-pop in the international media flow.
This event is raising expectations that more and more Asian artists will participate in global-scale campaigns in advertising or on major stages. With the current development momentum, Rosé and Jisoo continue to show the ability to expand the influence of K-pop in the new decade.
