Even with two members on hiatus, KATSEYE's commercial momentum in the United States has not slowed.
In the past several weeks the group has added a high-visibility Hershey's campaign built around "PINKY UP," watched maknae Yoonchae land her first solo fashion deal with Aritzia, and continued to benefit from earlier partnerships with Gap, Sanrio, Laneige, Matrix, Pandora, and others. Brands still see the group as a reliable bridge to Gen Z and younger millennial audiences who respond to both the music and the visual identity. The hiatuses changed the stage picture. They have not yet changed the brand calculation.
Photo via X / @KATSEYEBASE
Photo credit: @NewsKatseye via X
The Hershey's Creme Bars Campaign Explained
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In early September, Hershey's launched a fully integrated campaign for its new Creme Bars — Salted Caramel and Affogato flavors — built around KATSEYE and their song "PINKY UP." The hero spot reworks the group's signature pinky-up gesture into a chocolate-dipped moment on a subway car, complete with choreography that plays out once a member takes a bite. The partnership fits Hershey's broader "It's Your Happy Place" platform and is designed to modernize the brand for younger consumers who may have grown up with Hershey's but want something that feels current. Sampling events and pop-ups are planned for the fall, and the collaboration is expected to continue into 2027. For KATSEYE, it is another mainstream American brand deal that treats their existing choreography and catchphrase as cultural assets rather than something that needs to be reinvented for advertising.
Yoonchae's First Solo Brand Deal with Aritzia
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On September 24, Aritzia named Yoonchae the face of its Super Puff campaign, "Get Caught in the Moment. Not the Weather." It is the first solo brand deal for any KATSEYE member. The campaign follows the 18-year-old through her day in the brand's signature down jacket and positions her as a style presence independent of the group. Solo deals of this kind often signal that individual members are beginning to develop commercial value beyond the collective. In Yoonchae's case, the timing — right after the European tour and just before the North American leg — gives her a personal fashion moment while the group remains in heavy promotional mode.
Aritzia sent flowers to Yoonchae following their collaboration.
— KATSEYE News (@NewsKatseye) September 26, 2026
Photo via X / @KATSEYEBASE
Photo credit: @TheStandardPOP via X
The Wider Brand Picture in 2026
Earlier in the year the group appeared in a Sanrio Kuromi capsule exclusive to Target, timed to the Wild EP release. Previous partners have included Gap and the viral denim campaign, Laneige, Matrix, Pandora, Fendi, Glossier, and Lush. The common thread is that these brands are not treating KATSEYE as a short-term viral moment. They are using the group's multicultural makeup, choreography, and fan engagement as long-term equity — even with a four-member active lineup on stage. That continuity matters for how the industry reads the group's stability during the hiatus period.
Why Brands Keep Choosing KATSEYE
Three factors stand out. First, the group delivers recognizable, repeatable visual language — the pinky-up gesture, sharp formations, Y2K-influenced styling — that translates cleanly into advertising without heavy localization. Second, their fanbase is highly online and willing to show up in real life, which makes partnerships measurable across digital and retail. Third, the dual Korean-American structure under HYBE x Geffen gives brands access to multiple markets with one deal. As the Wildworld Tour moves into North American arenas and the group continues to collect nominations and television appearances, the commercial pipeline shows no sign of drying up.
Featured image credit: @NewsKatseye | Body images: @NewsKatseye, @TheStandardPOP
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Related KATSEYE Coverage
- KATSEYE's Yoonchae Lands First Solo Fashion Campaign as Face of Aritzia Super Puff
- KATSEYE Wildworld Tour Update: Four Members Deliver Strong Shows Across Europe
- Yoonchae’s First Solo Fashion Campaign Signals a New Chapter in KATSEYE’s Individual Branding
Official Sources & Further Reading
Frequently Asked Questions
What is KATSEYE's latest major brand campaign?
A Hershey's Creme Bars campaign launched in September 2026 that centers on the song "PINKY UP" and the group's signature gesture.
Has any KATSEYE member landed a solo brand deal?
Yes. Yoonchae became the face of Aritzia's Super Puff campaign in late September 2026, her first solo brand partnership.
Are KATSEYE brand deals affected by the member hiatuses?
So far, major partners have continued working with the active lineup and the group's overall cultural presence.
What other recent collaborations has KATSEYE done?
A Sanrio Kuromi capsule at Target, plus ongoing or recent work with Laneige, Matrix, Gap, Pandora, Fendi, Glossier, and Lush.
Why do brands keep choosing KATSEYE?
Recognizable visual identity, strong Gen Z engagement, multicultural appeal, and measurable fan response across digital and live platforms.
