RESCENE Named CU Convenience Store Model as Brand Plans Fan-Focused Collaboration Products

CU has selected K-pop girl group RESCENE as its new brand model, making the group the new public face of the convenience store chain. The RESCENE CU Model appointment was announced on July 1, 2026, alongside plans for collaboration products, advertising videos, short-form content, and customer participation events tied to the brand campaign. ¹

The announcement places RESCENE at the center of CU’s latest marketing push, with multiple Korean business and entertainment outlets reporting that the convenience store brand is preparing both product and content initiatives. Yonhap reported that CU described the move as the first case of a K-pop idol group becoming a convenience store brand model. ²

RESCENE CU Convenience Store Model Appointment

CU, operated by BGF Retail, selected RESCENE as its new brand model and said the decision reflected the group’s growth potential, public attention, and approachable image built through active communication with fans. ³ The company also framed the partnership as more than a standard advertising contract, with plans extending into product development and content production.

The model agreement includes brand model activities, collaboration product development, advertising video production, and short-form content. Korea Economic Daily reported that CU announced the selection on July 1, 2026, and said the arrangement would cover both brand promotion and jointly developed marketing content. ¹

Newsis reported that CU signed an exclusive model contract with RESCENE and would pursue brand model activities, collaboration product development, and content production together during the contract period. The outlet also reported that related content will be used across nationwide CU store promotional materials, point-of-sale screens, Pocket CU, and social media channels. ⁴

The appointment is also being positioned in the context of K-pop fandom consumption expanding into food and lifestyle categories. Chosun Biz reported that CU evaluated RESCENE’s growth potential, topicality, and active communication with fans, while also describing the collaboration as part of a wider consumer trend around K-pop fandom-linked products. ⁵

Collaboration Products and Brand Content Planned

CU plans to roll out collaboration products that reflect the members’ tastes and ideas across several categories. Yonhap reported that these products will be introduced sequentially, with CU also considering seasonally themed products connected to new album activities and products using memes. ²

The planned content slate includes a main advertising video, on-site sketch footage, and short-form content. CU is also preparing customer participation events, including online and offline programs, as part of the campaign. ³

BGF Retail’s brand marketing team linked the selection to RESCENE’s image and expected fit with the brand. Kang Byung-hak, head of BGF Retail’s brand marketing team, said RESCENE is an artist with strong growth, public attention, and a friendly appeal through active communication with fans, and that CU expects strong synergy with the group. ²

The company also indicated that the campaign is intended to create a differentiated brand experience through products, content, and participation-based events. ZDNet Korea quoted Kang as saying that CU would provide a differentiated brand experience through collaboration products, content, and customer participation events. ⁶

While the announcement confirmed the direction of the partnership, specific product names, release dates, prices, and full campaign schedules were not included in the available source material. The confirmed plan is for collaboration products to be introduced in phases and for content to appear through CU’s physical store network and digital channels.

Why CU Selected RESCENE

RESCENE debuted in 2024, and ZDNet Korea noted that the group has drawn attention through member Woni’s YouTube channel surpassing 1.1 million subscribers and the renewed popularity of the song “LOVE ATTACK.” ⁶ Those details were cited in coverage of the CU model appointment as part of the group’s recent visibility.

CU’s stated selection factors are consistent across reports: growth potential, topicality, and a fan-friendly image. The company emphasized RESCENE’s communication with fans as part of the reason the group was chosen, suggesting that the campaign is designed to connect convenience store retail with fandom-driven engagement rather than relying only on conventional advertising.

The model appointment also reflects CU’s plan to use the partnership across multiple customer touchpoints. Store-level promotional materials, point-of-sale displays, Pocket CU, social media, advertising videos, short-form clips, and event formats are all part of the announced or reported campaign channels. ⁴

CU’s selection of RESCENE as its new convenience store brand model marks a notable K-pop-linked retail campaign built around product collaboration, media content, and customer participation. With products and promotional content set to be introduced sequentially, the partnership’s next measurable developments will depend on CU’s future announcements on specific items, release timing, and campaign details.