[theqoo][EXCLUSIVE] BABYMONSTER, DECLINES SEVERAL AMBASSADORSHIP OFFERS “FOR NOW… YANG HYUNSUK, THE FOCUS IS MUSIC RIGHT NOW”

K-pop group BABYMONSTER has temporarily put aside the flood of luxury-brand ambassador offers coming their way in order to focus on their main job: music.

According to multiple fashion industry insiders on the 12th, despite receiving a wave of ambassador requests from global luxury brands, BABYMONSTER recently conveyed the position that they would “decline all offers for now.” This decision follows the firm belief of Yang Hyunsuk, executive producer of YG Entertainment, that “this is the time to focus solely on music.”

Behind the decision to temporarily halt luxury-brand activities is YG Entertainment’s direction of prioritizing the group’s growth as artists. This sets them apart from the usual K-pop strategy, where groups often prioritize becoming luxury ambassadors to gain global buzz and publicity.

According to industry sources, Yang Hyunsuk wanted to prevent BABYMONSTER’s energy from being divided by outside activities during what he sees as a golden period for developing their musical abilities as artists. There were concerns that frequent external schedules, such as overseas fashion shows, could potentially affect the quality of their stage performances. In particular, the agency appears determined to devote itself fully to managing the condition of the underage members, who still require careful protection and support, as well as promoting their current hit release, CHOOM, and preparing for a world tour to meet fans around the globe.

This strategy of “selection and concentration” is already being reflected in BABYMONSTER’s overwhelming results. The group made a comeback on the 4th with their third mini album, CHOOM, and has since proven its worldwide influence by greatly expanding the scale of its world tour.

According to the detailed schedule released by YG on the 11th, BABYMONSTER’s “2026–27 BABYMONSTER WORLD TOUR [CHOOM] IN ASIA & OCEANIA” will visit eight cities across Asia, including Manila, Macau, Bangkok, Jakarta, Singapore, and Hong Kong, as well as three cities in Oceania: Auckland, Melbourne, and Sydney.

With this, BABYMONSTER has confirmed a massive schedule consisting of 27 concerts across 18 cities. In particular, the Osaka stop in Japan will be held at Kyocera Dome Osaka, one of Japan’s five major domes, marking an exceptionally rapid achievement for a rookie group entering a dome venue.