The world of K-Pop and the global K-Beauty industry have converged with a major announcement: the rising group ALLDAY PROJECT (ADP) has been officially appointed as the global endorsement models for the innovative cosmetics brand, VT Cosmetics.
This significant partnership, which was revealed on November 27, 2025 KST, marks a critical milestone for both entities, signaling a potent collaboration aimed at worldwide market expansion and image synergy.
A Dual-Impact Milestone for Brand and Group
The collaboration between ALLDAY PROJECT and VT Cosmetics holds substantial importance for both the emerging K-Pop group and the established beauty brand.
For ALLDAY PROJECT, this deal is their very first cosmetic endorsement contract. Securing a deal in the highly competitive and influential K-Beauty market at this stage of their career is a massive boost to their reputation and commercial drawing power.
Cosmetic endorsements are considered a benchmark of global popularity and influence in the K-Pop industry, instantly raising the group’s profile from a musical act to a major commercial force with extensive international appeal.
This partnership leverages their growing global fandom and youthful, energetic image to reach a massive consumer base.
ALLDAY PROJECT (Credit: YouTube)
The deal is equally monumental for VT Cosmetics. The brand publicly stated that ALLDAY PROJECT is their first dedicated global endorsement model in six years.
This hiatus emphasizes the brand’s strategic decision and the high standards they hold for a global representative.
By selecting ALLDAY PROJECT, VT Cosmetics is clearly betting on the group’s rapidly expanding international reach and their ability to effectively communicate the brand’s message across diverse markets, particularly in Asia, North America, and Europe.
This move signals a strong push to capitalize on the ‘Hallyu’ (Korean Wave) momentum, tying their products directly to the powerful cultural influence of K-Pop.
Launching the “Make Me Stronger” Global Campaign
The official launch of this collaboration is set to be spearheaded by a powerful visual piece: a ‘MANIFESTO Film’.
This film will introduce the core theme of their partnership, which revolves around the inspiring campaign slogan: “Make Me Stronger.”
This campaign title is carefully chosen to resonate with the shared ethos of the K-Pop and K-Beauty industries.
For the group, the phrase embodies the dedication, rigorous training, and perseverance required to reach the top of the music charts.
For the cosmetics brand, it reflects the products’ promise to enhance self-confidence, improve skin health, and empower users to face the world with renewed strength and vigor.
The “Make Me Stronger” campaign will not be confined to a single market but is planned for a comprehensive global rollout.
It will be showcased worldwide through a variety of engagement strategies, including major online and offline events.
This widespread promotional effort will ensure that the synergy between ALLDAY PROJECT’s dynamic image and VT Cosmetics’ innovative products reaches consumers everywhere.
The Perfect Synergy of K-Pop and K-Beauty
The convergence of K-Pop idols and K-Beauty brands has become a dominant trend in global marketing, and the ALLDAY PROJECT x VT Cosmetics alliance fits perfectly into this paradigm.
K-Pop groups are highly sought after by beauty brands due to their immaculate, trend-setting aesthetics and their deep, engaged connection with millions of young, often international, consumers.
ALLDAY PROJECT, known for its polished concepts, high-quality music production, and impressive stage presence, embodies the meticulous standard of perfection often associated with Korean beauty products.
By aligning with the group, VT Cosmetics gains access to a built-in global fanbase that views the idols not just as entertainers, but as trendsetters and reliable lifestyle figures.
This new partnership is therefore expected to significantly boost the brand’s visibility and market share, particularly for their core product lines, while simultaneously propelling ALLDAY PROJECT’s brand recognition to new commercial heights across the globe.
The collaboration effectively seals the group’s status as a key influence in the global pop culture and commercial landscape.
The organizers of the 2025 MAMA AWARDS, CJ ENM, issued an official statement addressing the continuation of the ceremony in Hong Kong following a devastating local tragedy.
The decision came after a massive fire broke out in an apartment complex in Hong Kong on November 26, 2025, resulting in a significant loss of life, with reports confirming at least 50 fatalities and hundreds of people still missing as of the following day, November 27.
Expression of Condolences and Commitment to Aid
The music ceremony, one of the biggest annual events in the K-Pop calendar, was scheduled to be held on November 28 and 29 at the Kai Tak Stadium in Hong Kong.
Following conflicting public reports about potential cancellations or postponements, CJ ENM released a definitive official announcement on the evening of November 27.
The statement began by offering profound sympathies:
“We express our deepest condolences to those who lost their lives in the fire accident in Hong Kong.”
The organizers also extended “heartfelt sympathy to all those, including the bereaved families, who are experiencing hardship through great loss and anxiety.”
This immediate expression of humanity and solidarity set the tone for the difficult decision to proceed with the event.
To actively support the affected community, the MAMA AWARDS announced their firm intention to “contribute our efforts through donations to support the victims” of the devastating fire, affirming their role as a responsible global organization.
A Shift in Focus: Healing Through Music
Acknowledging the sensitive environment, the statement detailed how the ceremony itself would be adapted to reflect the somber mood of the host city.
The MAMA AWARDS asserted their foundational belief in “the power of music to heal and unite.”
In light of this, the organizers committed to integrating a “Support Hong Kong” message into the broadcast to create a time for sharing in the sorrow and commemoration.
Furthermore, they announced a crucial change in the show’s artistic direction, stating,
“We are carefully preparing the overall stage composition and proceedings to ensure that it becomes a ceremony that conveys comfort and hope, rather than just dazzling productions.”
This shift indicates a deliberate move to prioritize emotional resonance and respect over spectacle, aligning the global event with the community’s need for solace.
Concrete Changes: Cancellation of the Red Carpet
To reflect their commitment to a respectful tone, a key decision was made and announced immediately following the official statement: the cancellation of the red carpet event.
The red carpet is a traditionally extravagant component of any major awards show, known for its focus on celebrity fashion and celebratory atmosphere.
By canceling this portion of the show, which typically precedes the main ceremony, the MAMA AWARDS made a visible, symbolic gesture to eliminate the element of lavish spectacle that would have been inappropriate during a time of widespread mourning.
The announcement was clearly communicated via social media, confirming the immediate cancellation of the red carpet.
Crucially, the statement confirmed that the main awards ceremony will still be broadcast live as planned on November 28 and 29.
The organizers concluded by promising to be “a responsible event that does its utmost until the very end,” ensuring the continuation of the awards while upholding a standard of community respect and support for the victims.
