Hollys names RESCENE its first-ever brand model, 28 years after founding
Hollys, South Korea's first espresso specialty shop, just signed its first-ever brand model: rookie group RESCENE.
Hollys, the premium coffee brand that opened as South Korea's first espresso specialty shop in 1998, has named girl group RESCENE (리센느) as its brand model — the first in the company's 28-year history. The announcement came on August 18, 2026.
RECSENE debuted in 2024 as a five-member group. Their track LOVE ATTACK achieved a chart reversal on music streaming charts, and the group has since reached No. 1 on those charts outright. They also currently hold the top spot in brand reputation rankings among rookie idol groups.
Endorsements have been piling up fast. Last month alone, convenience store CU, hair solution brand A'pieu, carbonated drink brand Narangdosaida, and Domino's Pizza all signed the group. The CU deal stands out: the group participates directly in collaborative product development and content creation, not just fronting campaigns. (CU's deal was described as the first time a K-pop idol has been appointed as a brand model in the convenience store industry.) Member Won (원이) has also crossed 1.1 million YouTube subscribers.
Dong-A Otsuka, which operates Narangdosaida, said RESCENE's approach of "focusing on essence rather than flashiness and building their own color" matched the brand's direction.
A Hollys representative said the company expects "positive synergy" between RESCENE's energy and the brand's values. An ad filmed with the group is set to drop by the end of this month.
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