IAM Worldwide has launched a new campaign featuring rising K-pop group NTX, marking the debut of its latest product, the IAM Amazing Organic Barley Gummies.
Photo courtesy: IAM Worldwide
The partnership is considered the first collaboration between a Philippine wellness brand and a K-pop act, merging Korean pop culture with Filipino innovation in health and wellness.
Central to the campaign is a branded music video that serves as both a visual anthem and a cinematic showcase of the Philippines. The video was filmed in several iconic locations, including Palacio de Memoria, the MOA Sky Pitch, and the National Museum of Natural History.
NTX also made history as the first K-pop group to film in these national landmarks, a move that highlights IAM Worldwide’s commitment to creativity and global collaboration.
The campaign is set to NTX’s single “Over and Over,” whose upbeat tone and lyrics complement the brand’s message that health can be vibrant and enjoyable. The IAM Amazing Organic Barley Gummies aim to make wellness more accessible by offering a flavorful and convenient alternative to traditional supplements.
IAM Worldwide’s founders describe the campaign as a milestone not only for the company but also for Philippine marketing, as it combines music, lifestyle, and wellness to engage international audiences.
“The collaboration between IAM Worldwide and NTX is not just a marketing breakthrough; it is a cultural moment. It represents the growing influence of Filipino brands in the global wellness industry and the expanding reach of K-pop as a force for cross-cultural storytelling,” says IAM Worldwide officials in a press statement.
The collaboration with NTX, known for their energy and youthful appeal, underscores the brand’s effort to connect with the Gen Z market.
IAM Worldwide officials said the collaboration is more than a marketing partnership, describing it as a cultural milestone that demonstrates the expanding global presence of Filipino brands and the unifying power of K-pop.
