The group BABYMONSTER has temporarily put aside the flood of offers from luxury brands to focus on their main profession: music.
According to multiple fashion industry sources on the 12th, despite the recent influx of requests for them to become ambassadors from global luxury brands, BABYMONSTER has stated that they are "declining them all for now." This decision stems from the firm conviction of YG Entertainment Executive Producer Yang Hyunsuk that "now is the time to focus solely on music." Underlying the decision for BABYMONSTER to temporarily halt becoming the face of luxury brands is YG Entertainment's direction to place emphasis on their growth as artists. This move is distinct from the typical practice where K-pop groups prioritize taking on luxury ambassador roles to secure global buzz.
It is said that Executive Producer Yang Hyunsuk sought to prevent BABYMONSTER's energy from being dispersed by external activities during their golden age, a time when they should be fully blossoming as artists. This decision was driven by concerns that frequent external schedules, such as overseas fashion shows, could potentially compromise the quality of their stage performances, which is their primary focus. In particular, this is interpreted as a decisive move to stake everything on managing the condition of the underage members, who still require protection and meticulous care, as well as preparing for the world tour to meet fans worldwide and the promotions for their new album 'CHOOM,' which is currently creating a sensation. This strategy of 'selection and concentration' is being proven by BABYMONSTER's overwhelming performance. Having made a comeback with their third mini-album 'CHOOM,' released on the 4th, BABYMONSTER has demonstrated their global influence by significantly expanding the scale of their world tour.
According to the detailed schedule released by YG on the 11th, BABYMONSTER will visit eight cities in Asia—including Manila, Macau, Bangkok, Jakarta, Singapore, and Hong Kong—as well as three cities in Oceania—Auckland, Melbourne, and Sydney—through the '2026-27 BABYMONSTER WORLD TOUR [CHOOM] IN ASIA & OCEANIA'. With this, BABYMONSTER has confirmed an extensive schedule of 27 performances across a total of 18 cities. In particular, the Osaka leg of the Japanese tour has been confirmed to be held at the Kyocera Dome, one of Japan's top five domes, setting an exceptional record for a rookie group by entering a dome venue at an exceptionally fast pace. Their digital and physical album sales performances are also dazzling. Not only did they secure the top spot on the iTunes Worldwide Album Chart, but they also swept the number one rankings on album charts in a total of 19 regions. Based on the Hanteo Chart, they recorded 387,871 copies sold on the first day of release, breaking their own personal best record. This figure represents an increase of approximately 1.5 times compared to the first-day sales of their previous work, 'WE GO UP'.
Having chosen the intense spotlight of the stage over the dazzling lights of the fashion world, BABYMONSTER is dedicating themselves to world tour preparations under YG’s unwavering belief that "a singer must shine brightest on stage," promising high-quality performances.
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