ILLIT Named First Ambassadors for Rice Promotion Campaign

ILLIT has been appointed the first ambassadors for NH NongHyup's rice consumption campaign, the group's agency Belift Lab announced on July 3.

The five members will partner with NH NongHyup on the "Like Me, Like Rice: It's 米" campaign, which aims to encourage rice consumption among younger generations and promote healthier eating habits.

As part of the campaign, ILLIT will take part in a variety of online and offline activities. The group recently visited a rice farm in Dangjin, South Chungcheong Province, to experience rice planting, with the content set to be released on ILLIT's and NH NongHyup's YouTube channels later this month. The campaign will also include a social media breakfast challenge and a promotional food truck featuring menu items selected by the members.

The collaboration follows the viral success of ILLIT's "It's 米" promotional video, which playfully referenced the title of the group's song "It's Me" using the Chinese character for rice. NH NongHyup later engaged with the group online and sent a rice-themed food truck to support the members during music show promotions.

ILLIT will continue its overseas activities with the release of its second Japanese single, "I Got Your Back," later this month.