Ricola taps K-Pop superstar IU as new brand ambassador
The announcement builds on the brand's influencer strategy in Asia.
Ricola has announced that South Korean singer, songwriter, and actress Lee Ji-eun—universally known as IU—has been named the newest face of its signature herbal drops. With more than 30 million social media followers and a record-breaking number of No. 1 hits in her home country, IU reportedly stands among Asia’s most influential artists.
The partnership marks a natural alignment between the global herbal-drop brand and the vocalist, Ricola adds. Known for her demanding performance schedule, IU is frequently travelling, rehearsing, and performing—making throat comfort an essential part of her daily routine, Ricola says. She has long expressed interest in collaborating with Ricola, and the brand is now bringing that enthusiasm to life.
This announcement builds on Ricola Asia’s already strong influencer strategy, which consistently reaches millions across the region, the brand notes. It continues to connect with younger consumers by highlighting Ricola’s signature qualities: Swiss heritage, natural ingredients, and its flavor profile.
“As one of Asia’s most admired artists—and someone who is constantly on the move—IU embodies the needs of today’s travelling consumer,” says Andreas Reckart, Ricola’s head of travel retail. “We look forward to leveraging her influence across the travel retail landscape to place Ricola in front of an even wider global audience.”
Ricola looks forward to a dynamic and successful collaboration with IU as the brand continues to expand its footprint across Asia, it says.
Related: Ricola attains B Corp certification
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