BABYMONSTER is reportedly putting music ahead of fashion endorsements despite receiving numerous ambassador offers from luxury brands worldwide.
According to multiple fashion industry insiders on May 12, the group recently communicated that they are currently declining all ambassador proposals for the time being. The decision reportedly reflects the philosophy of Yang Hyun Suk, who believes now is the most important period for the group to focus entirely on music and performance growth.
The move has drawn attention because luxury ambassador deals have become a major part of K-pop marketing and global exposure for idol groups. However, YG Entertainment is reportedly prioritizing BABYMONSTER’s artistic development over fashion-related schedules.
Industry sources claimed Yang Hyun Suk wanted to prevent the members’ energy from being divided during what is considered a crucial stage of their career growth. Frequent overseas fashion events and external schedules were reportedly viewed as potential distractions that could affect the quality of the group’s performances and music activities.
The agency is also said to be paying close attention to the health and condition management of the younger members while focusing heavily on promotions for the group’s latest mini album, “CHOOM.”
BABYMONSTER recently expanded the scale of its upcoming world tour following the release of its third mini album on May 4.
According to schedules revealed by YG on May 11, the group’s “2026–27 BABYMONSTER WORLD TOUR [CHOOM] IN ASIA & OCEANIA” will include performances across 18 cities and 27 shows.
The tour will visit major cities including Manila, Macau, Bangkok, Jakarta, Singapore, Hong Kong, Auckland, Melbourne, and Sydney.
Particular attention has been placed on the group’s Osaka concert, which will reportedly take place at Kyocera Dome Osaka, making BABYMONSTER one of the fastest rookie girl groups to enter a major Japanese dome venue.
The group’s commercial performance has also continued to grow rapidly. Their latest album reportedly topped the worldwide iTunes album chart and reached No.1 in album rankings across 19 regions.
According to Hanteo Chart data, the album sold 387,871 copies on its first day, marking the group’s highest first-day sales record so far and approximately 1.5 times higher than the opening-day sales of their previous release “WE GO UP.”
Rather than focusing on luxury fashion campaigns, BABYMONSTER is reportedly concentrating on delivering stronger stage performances and preparing for its global tour activities.
