RIMA, a member of the global girl group NiziU, has proven her unrivaled visual power by being appointed as an advertising model for a famous Japanese hair care brand.

Recently, on NiziU's official Twitter (X) account, a post was shared saying, "RIMA has been appointed as the new ad model for Essential! She has been chosen along with Mei Hata, Rinka Kumada, and Mayuu Yokota. Please check out the sparklingly beautiful Essential!♡" along with a photo.

In the released ad image, RIMA stands shoulder-to-shoulder with popular Japanese actors and models, exuding a refreshing charm. Riding in a bright pastel-toned convertible and enjoying the breeze, RIMA’s look perfectly aligns with the brand’s pursuit of 'sparklingly smooth hair.' In particular, RIMA’s signature bright energy, doll-like features, and healthy, shiny long straight hair captured viewers' attention instantly, showcasing her status as a 'beauty icon.'

Through this campaign, RIMA collaborated with Japan's rising stars Mei Hata, Rinka Kumada, and Mayuu Yokota, emerging as a new blue chip in the advertising industry beyond her role as a global K-pop artist.

Fans who heard the news sent enthusiastic congratulations and support, with comments like "Visuals as sparkling as RIMA's hair," "Congrats on becoming an ad model! You fit the image perfectly," "We'll see RIMA all over the streets in Japan now," "She is the definition of refreshing," and "The ad shines more thanks to NiziU RIMA's smile."

Meanwhile, NiziU, the group RIMA belongs to, has solidified its position as a 'national girl group' in Japan with every song becoming a mega-hit. They are also active in Korea, continuing their journey as global trendsetters. RIMA's individual ad model appointment serves as another opportunity to confirm NiziU's worldwide influence.