The group ILLIT, who shouted 'It's Me,' just scored a viral new gig: they've been appointed NH NongHyup's 'Rice Consumption Promotion' ambassadors.
On the 3rd, Belift Lab announced that ILLIT has been selected as NH NongHyup's 'Rice Consumption Promotion' ambassadors.
ILLIT will team up with NongHyup Economic Holdings for the 'Like me, like 米: It's 米' campaign (米 reads as 'mi'—'rice'—and plays on 'me'). Aimed squarely at Gen Z and Millennials, the campaign pushes the fresh value of Korean rice and promotes a healthier dining culture.
As the very first 'Rice Consumption Promotion' ambassadors, ILLIT will launch a slate of online and offline activities. They'll visit a farm in Dangjin, South Chungcheong Province, to film variety content while trying their hand at rice planting, and they'll kick off a social media challenge encouraging fans to eat breakfast. ILLIT will also roll out the 'Happy 米 Food Truck'—a menu curated by the members—to connect with the public up close.
Meanwhile, ILLIT made their comeback in April with the title track 'It's Me' from their 4th mini album. On the 26th, they'll drop every track from their second Japanese single, 'I Got Your Back,' continuing their global rise.