Seventeen member Mingyu has been selected as the Sneakers® Asia Ambassador. MARS Asia announced that Mingyu has been appointed as the Sneakers® Asia Ambassador for the second consecutive year. This campaign will be conducted under the theme "ACTIVE LIFESTYLE" in major Asian countries.

Sneakers® stated, "Through last year's collaboration with Mingyu, we were able to evoke meaningful empathy among consumers across Asia and vividly convey the brand identity," adding, "We expect to continue the synergy with Mingyu this year and present a stronger message and differentiated experience."

Mingyu is known as a big eater on social media in 2023, to the extent that there was controversy over whether he could eat 'Mingyu Jeongsik' alone. This campaign was planned against the backdrop of the busy daily lives of young Asians juggling studies, work, and leisure activities. Sneakers® emphasizes its use as a convenient snack to replenish energy amid busy schedules.

The campaign will take place in several Asian countries, including South Korea, Taiwan, Hong Kong, the Philippines, Vietnam, Malaysia, Thailand, and Singapore. As part of the campaign, Sneakers® will participate as the official sponsor of the 'CxM [DOUBLE UP] LIVE PARTY' performance featuring Seventeen unit Seungkwan and Mingyu. This performance will be held at Incheon Inspire Arena from January 23 to 25 and at Busan BEXCO from February 13 to 14.

All attendees of the performance will be provided with the 'Sneakers® Strawberry Bar,' which combines strawberry flavor with chocolate and peanuts. Sneakers® is a chocolate bar brand launched in 1930, known for building the image of an energy-boosting snack with the slogan "You're not you when you're hungry."

This campaign related to Mingyu's ambassador appointment is expected to further enhance Sneakers® brand awareness in the Asian market. The combination of Mingyu's popular recognition and Sneakers® marketing strategy is anticipated to deliver a stronger message to consumers.