Arab News Japan

TOKYO: Casio has announced that South Korean girl group ITZY has been named as an official ambassador for the G-SHOCK brand of shock-resistant watches.

ITZY is a girl group with five members – Yeji, Lia, Ryujin, Chaeryeong and Yuna – from JYP Entertainment Corporation, which also developed popular groups TWICE and NiziU. ITZY is particularly popular with teenage girls and women in their 20s in Asian countries.

G-SHOCK has often been marketed through collaborations in the fields of sports, fashion, music and art.

In recent years, the brand has worked to develop the market for women’s watches with a lineup of more compact watches to cater to the needs of users across the gender spectrum.

Casio will feature ITZY in G-SHOCK advertising visuals, a movie and more in Japan and other parts of Asia to convey the G-SHOCK “worldview” to more users and young women in particular.