Jim Beam has launched its new brand campaign across Asia to celebrate the power of human connection. The campaign spans 7 key markets across Asia – South Korea, Japan, China, Taiwan, Thailand, Vietnam, and Malaysia – and sees fearless K-pop girl group LE SSERAFIM as the face of the iconic bourbon brand.

Jim Beam’s brand campaign in Asia spotlights the primal human need for connection as the historic bourbon goes back to its bold and gregarious roots. Things that might make people feel unusual and awkward when done alone become empowering when done with the right people; new experiences that may seem strange or peculiar when people are alone can lead to meaningful bonds when the right people come together! Jim Beam aims to nurture this spirit of solidarity by enabling people to find their tribe so that they can feel the power that comes from being together.

Jim Beam has always been crafted for the many and not the select few. “People who enjoy connecting with others drink Jim Beam,” enthuses Yoshihiro Morita, Senior Marketing Director APAC, James B Beam Brand House. “We’re trying to reignite the spark of human connection because we believe Jim Beam plays a pivot role in bringing people together!”

LE SSERAFIM , an anagram of ‘I’m Fearless’, perfectly encapsulates Jim Beam’s bold and care-free spirit. Debuting in May 2022, the group quickly struck a resonant chord with their confident chart-toppers and have since garnered an impressive array of honors, including multiple wins at the Melon Music Awards, Golden Disc Awards, and Seoul Music Awards, as well as international accolades from the MTV Europe Music Awards and the Billboard Music Awards.

LE SSERAFIM will be appearing in multiple digital videos as part of the Jim Beam brand campaign in Asia. The videos see the K-pop showstoppers grooving, recording fun reels, exploring new drink recipes, and bringing out their inner fashionistas together! Curated to reflect the latest social media trends, these videos encourage people to embrace who they are and explore new experiences with their friends and their community.

Each distinct and utterly unique, the members of LE SSERAFIM become greater than the sum of their parts as they try new things together for this brand campaign. This exactly represents Jim Beam’s belief that coming together is powerful and that people can energize each other!

The Jim Beam brand campaign in Asia launched in South Korea on 3 June 2024, and will progressively be rolled out across the other countries. Local markets can look forward to a host of events and on-the-ground activations as part of this engaging brand campaign!