P1Harmony Launches Superhero Recruitment Campaign for "BLOW UP"

P1Harmony is taking its superhero concept beyond music, introducing a workplace-inspired promotional campaign ahead of the release of its 10th mini album, "BLOW UP," on November 6.

The six-member group, consisting of Keeho, Theo, Jiung, Intak, Soul and Jongseob, has transformed its fictional superhero universe into a corporate setting, complete with recruitment events, office-themed merchandise and a new-employee orientation.

The campaign accompanies an album that will conclude the group's long-running superhero storyline, which began with its 2020 debut film, "P1H: The Beginning of a New World."

Rather than portraying superheroes solely through action and adventure, P1Harmony has previously explored less conventional aspects of their lives, including feelings of emptiness and even a superhero strike.

"BLOW UP" continues that narrative by following the members as they undertake their final mission. The title track of the same name will focus on overcoming limitations and growing together.

To extend the storyline into its promotional activities, P1Harmony collaborated with brand C.E.dot to release wireless mechanical keyboards featuring individual designs for each member.

The group also introduced its own entertainment content, "Hero Boss," on October 29, followed by a recruitment event titled "HERO SOCIETY New Hero Open Recruitment."

Fans with official fan club memberships can submit online applications for the fictional organization, with selected applicants invited to attend a "NEW HERO ORIENTATION" event on November 9.

Before the album's release, P1Harmony will also host a showcase styled as a recruitment information session, titled "HERO SOCIETY INFO SESSION," on November 4.

The upcoming comeback follows a series of activities in the United States. On October 17, P1Harmony headlined the 82WORLD: LA festival, performing for approximately 70 minutes and offering attendees a preview of "BLOW UP."

The group also appeared on FOX11's morning program "Good Day LA," where the members discussed the festival performance and their upcoming release.

P1Harmony first entered the Billboard 200 with its sixth mini album, "HARMONY : ALL IN," in 2023. Its previous release, "UNIQUE," reached No. 4 on the chart.

The group's 10th mini album, "BLOW UP," and the music video for its title track will be released on November 6 at 2 p.m. KST.