EXID
EXID is a k-pop group from South Korea under AB Entertainment, active since 2012.
EXID anchors strongest across Snacks, Tech, with a partnership profile built for reach and credibility in those categories. It is a weaker fit for niche or ultra-premium plays, where the positioning pulls the other way.
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EXID is a Seoul-based K-Pop group under AB Entertainment with over 14 years of active history since their 2012 debut, carrying legacy brand potential anchored by signature tracks UP&DOWN, Ah Yeah, and L. I. E.
With a 2M-strong global fandom, its deepest reach in South Korea, EXID gives partners a defined audience to activate rather than broad, unfocused reach.
Key Takeaways
- Strongest in Snacks
- Lotte Food's Goo Goo Ice Cream endorsement
- 2M global fandom
EXID is a Seoul-based K-Pop group under AB Entertainment with over 14 years of active history since their 2012 debut, carrying legacy brand potential anchored by signature tracks UP&DOWN, Ah Yeah, and L.I.E. Their 150,000+ physical records sold in Korea and a resilient, dedicated fanbase concentrated in South Korea, Japan, China, and Vietnam reflect durable regional reach, most recently demonstrated through the 2024 EXID FAN CONCERT in JAPAN. As Resilient Pop Innovators with a current Mizuno Korea brand partnership signaling lifestyle alignment, they index well for Beauty & Skincare, Casual Fashion, Food & Beverage, and Tech & Home Appliances. Brand managers should note that group activity has been minimal since 2019, making this a stronger fit for nostalgia-driven or legacy campaigns targeting a late-20s to mid-30s Korean-centric audience than for broad-reach activations.
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