Infinix Taps K-Pop Star Yuna as First Global Brand Ambassador

Infinix has announced its first global brand ambassador: K-pop girl group Itzy's member Yuna. The partnership marks a significant milestone for the smartphone brand as it positions itself for expansion into premium markets with its latest Note 60 series.

Yuna, the youngest member of Itzy since the group's formation in 2019, brings more than just her musical credentials to the collaboration. This year, she's expanded her career with an acting debut and plans to release her first solo record in March. According to Infinix, her "vibrant confidence" and energetic personality align perfectly with the brand's new direction.

The timing of this partnership is strategic. Infinix is launching its Note 60 series as its flagship family, with the Note 60 Pro featuring a Snapdragon chipset and the Note 60 Ultra designed by Pininfarina. This represents the brand's entry into premium territory, moving beyond its traditional mid-range positioning.

TT Liu, CMO of Infinix, emphasized that partnering with Yuna accelerates the company's mission to deliver a fun, cutting-edge mobile experience to young fans globally. The collaboration is guided by Infinix's "Joy Tech" philosophy, which shifts the conversation from technical specifications to how technology creates joy. Liu explained that the partnership aims to tell stories about how brands, users, and Yuna come together to illuminate every unique way of shining.

Yuna expressed her enthusiasm about the role, noting that she's always believed life should be filled with joy and the courage to show the world who you truly are. She recognized that Infinix shares that same energy and is looking forward to creating special stories with the brand.

This collaboration represents more than just a celebrity endorsement. It signals Infinix's strategic evolution and its intention to appeal to tech-savvy youth who demand both flagship-level sophistication and a platform for bold, joyful self-expression. By integrating Yuna's infectious energy with the Note 60 series, Infinix is redefining its brand identity and aiming to drive desirability in competitive markets.

The partnership comes at a crucial time for Infinix as it seeks to establish itself in the premium segment while maintaining its appeal to younger consumers. With Yuna's global fanbase and her expanding career in music and acting, the collaboration provides Infinix with a powerful platform to showcase its latest innovations and connect with audiences who value both technology and self-expression.

This move follows a trend in the smartphone industry where brands increasingly partner with cultural icons to differentiate themselves in crowded markets. For Infinix, aligning with a rising K-pop star who embodies confidence and joy represents a calculated effort to reshape perceptions and establish credibility in the premium segment while maintaining its youthful appeal.