ILLIT Joins M&M’s for sweet new regional campaign

Things just got a whole lot sweeter. Global chocolate brand M&M’s has officially announced rising K-pop sensation ILLIT as its Asia ambassadors — fondly introduced as the “Friends of M&M’S.” The partnership marks the first time a K-pop group has teamed up with the iconic, colorful, bite-sized chocolate brand. The collaboration kicks off a major regional campaign under the brand’s refreshed tagline: It’s More Fun Together. 

If “Magnetic” has been living rent-free on your playlist since 2024, you’re not alone. ILLIT’s debut single went viral, landed on the Billboard Hot 100, and instantly captivated Gen Z with its catchy beat and signature choreography. Fast forward to 2025, and the group has dropped its third mini album — delivering joyful beats, fresh visuals and energy levels that rival a handful of M&M’s. 

“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’ Spokescandies — Red, Yellow, Green, Blue, Orange, Brown and Purple — perfectly aligning with our brand message,” said Catherine Yap, chocolate marketing director for Mars Wrigley Asia. 

ILLIT also shared 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 and ILLIT, friends forever!” 

At the heart of this sweet collaboration is the M Dance Challenge, inspired by ILLIT’s chart-topping debut track, “Magnetic.” Featuring a bespoke, catchy choreography made just for the song, the challenge invites fans to join in the fun through music and movement. 

Expect bite-sized content featuring sweet moments between ILLIT and the 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 officially rolls out in July 2025 across South Korea, Malaysia, the Philippines, Thailand, Taiwan, Hong Kong and Singapore.