SNICKERS® Launches “Active Lifestyle” Asia Campaign with SEVENTEEN’s Mingyu

SNICKERS® has officially launched its 2026 Asia campaign titled “Active Lifestyle”, once again partnering with SEVENTEEN’s Mingyu as its regional ambassador for the second consecutive year.

Mars Asia announced that the campaign will roll out across major Asian markets including South Korea, Taiwan, Hong Kong, the Philippines, Vietnam, Malaysia, Thailand, and Singapore, marking a strong start to the brand’s new year marketing strategy.

Celebrating the Energy of Asia’s Young Generation

The “Active Lifestyle” campaign is inspired by the fast-paced lives of young people across Asia who balance studies, work, fitness, and personal passions with constant enthusiasm.

Through this campaign, SNICKERS® aims to reinforce its role as a quick energy boost for moments when hunger interrupts focus and performance. The message aligns closely with the brand’s long-standing slogan, “You’re not you when you’re hungry,” highlighting the importance of recharging both physically and mentally in everyday life.

Mingyu’s Active Image Drives Brand Synergy

Mingyu, a key member of global K-pop powerhouse SEVENTEEN, is widely recognized for his energetic stage presence and athletic lifestyle. After successfully completing SEVENTEEN’s Asia tour last year, he continues to represent the image of a passionate and active generation.

SNICKERS® stated that last year’s collaboration with Mingyu generated strong resonance among consumers across the region and effectively communicated the brand’s identity. The company expects even stronger synergy this year through expanded campaign activities and fan engagement.

Official Sponsor of “CxM [DOUBLE UP] LIVE PARTY”

As part of the campaign, SNICKERS® will serve as an official sponsor for “CxM [DOUBLE UP] LIVE PARTY,” a live event featuring SEVENTEEN unit members S.Coups and Mingyu.

The concerts will take place from January 23 to 25 at Inspire Arena in Incheon and on February 13 and 14 at BEXCO in Busan. During the events, SNICKERS® will distribute its new product, the Strawberry Flavor Bar, to all attendees.

The new bar combines strawberry flavor with chocolate and peanuts, offering fans an energizing snack to enjoy throughout the performance.

A Global Brand Continues Its Energy Mission

Since its launch in 1930, SNICKERS® has remained one of the world’s most iconic chocolate brands. Under its signature slogan, the brand continues to position itself as a reliable energy source for busy moments and demanding lifestyles.

With Mingyu at the center of its 2026 Asia campaign, SNICKERS® aims to further strengthen its connection with young consumers and promote an energetic, active way of life across the region.