Black Yak Appoints IU as Brand Ambassador

Singer and actress IU.

[Asia Economy Reporter Seungjin Lee] Black Yak announced on the 27th that it has appointed singer and actress IU as its brand ambassador (model) and will actively launch online and offline campaigns capturing the hiking lifestyle of the MZ generation together with IU.

Black Yak selected IU as a representative figure of the MZ generation, who refer to themselves as hiking beginners called 'Sanrini' and 'Deunglini'. Utilizing this, Black Yak plans to showcase the transformation of hiking into rest and play, along with the functionality and style of its products, through various content.

The ‘Black Yak Alpine Club (BAC)’ challenge group, the largest hiking community platform operated by Black Yak in Korea, currently has 200,000 members, with 80,000 joining just last year, more than half of whom are in their 20s and 30s.

Through BAC, Black Yak delivers messages about the use and preservation of nature with various hiking programs such as ‘Famous Mountains 100’, ‘Baekdudaegan Eco Trail’, ‘Island and Mountain 100’, and ‘Clean Mountain 365’, as well as differentiated brand campaigns, forming a consensus among the MZ generation.

A Black Yak official explained, "We judged that IU’s steady path as an artist who quietly pioneers her own way and maintains her position at the top aligns with the brand philosophy of supporting new challenges and the process of overcoming them."

This content was produced with the assistance of AI translation services.