Things just got a whole lot sweeter! Global chocolate brand M&M’S® has officially announced rising K-pop sensation ILLIT (아일릿) as its Asia ambassadors — fondly introduced as ‘Friends of M&M’S®’. This marks the first time a K-pop group has partnered with the iconic colourful bite-sized chocolate brand. The collaboration launches a major regional campaign under the brand’s refreshed tagline, “It’s More Fun Together”.
If “Magnetic” has been living rent-free in your playlist since 2024, you’re not alone. ILLIT’s debut single went viral, hit the Billboard Hot 100, and instantly captivated Gen Zs with its famed dance choreography. Fast forward to 2025, they’ve dropped their third mini album bomb—bringing back joyful beats, fresh looks, and energy levels that match a handful of M&M’S.
Catherine Yap, Mars Wrigley Asia, Chocolate Marketing Director shared, “ILLIT’s vibrant music, captivating performances, and their ability to spread positivity mirror M&M’S mission of bringing people together through the power of fun. Each member brings a unique personality that syncs with the colorful cast of M&M’S Spokescandies – Red, Yellow, Green, Blue, Orange, Brown, and Purple – perfectly aligning with our brand message.”
ILLIT expressed their excitement, “We’ve loved M&M’S since we were kids and they’ve been part of our growing up, so we’re thrilled to be joining them as ambassadors now as ILLIT. We look forward to having lots of “fun together” through exciting collaborations in the upcoming campaign — M&M’S & ILLIT, FRIENDS FOREVER!”
At the heart of this newly formed friendship is the “M Dance Challenge”, inspired by ILLIT’s chart-topping debut track “Magnetic”. Featuring a bespoke, fun, and catchy choreography curated to the song, the challenge invites fans to participate through music and movement. Keep your eyes peeled for tons of bite-sized content packed with sweet moments between ILLIT and our lovable M&M’S Spokescandies—because when chocolate and K-pop collide, it’s an undeniable burst of fun.
The M&M’S x ILLIT campaign will officially roll out from July 2025, across South Korea, Malaysia, Philippines, Thailand, Taiwan, Hong Kong, Singapore.
Check out the official collaboration teaser and ILLIT’s “Jellyous” dance challenge with the M&M’S mascots:
@marswrigley.my M&M’S just made 5 new besties 🎶👯♀️ and are teaming up to bring you something magnetic… Stay tuned! #mms #itsmorefuntogether #comingsoon #아일릿 #ILLIT
@illit_official 광고 mms_ILLIT 다함께더즐겁게 ❤️💚💛 jellyous 젤리어스 ILLIT 아일릿
