Ice cream chain Baskin Robbins has announced a “cool” new collaboration with SM Entertainment’s latest sensation, RIIZE. This partnership is a testament to the boy group’s rising prominence in the K-pop industry, especially after their successful deal with the popular clothing site MUSINSA.

RIIZE is SM‘s first new group in three years after the girl group aespa, and their first boy group since NCT. RIIZE has already garnered significant attention as a top-tier rookie group. Their new partnership with Baskin Robbins is a testament to the boys’ rising popularity and a strategic move by the ice cream giant. Its goal is to reach the MZ generation by collaborating with K-pop artists to offer their fans a fresh brand experience.

The highlight of this collaboration is the introduction of the Popping Star RIIZE Ready Pack Mini. This product captures the essence of the boy group’s journey to “grow together (Rise) and realize dreams (Realize).” It combines Blue Soda Sherbet, Blue RIIZE Popping Candy, and creamy Milk Ice Cream. Each Popping Star RIIZE Ready Pack Mini comes with a photocard. As if that wasn’t enough, a Baskin Robbins representative says more products featuring RIIZE will be released.

The Baskin Robbins controversy

However, this collaboration has not been without its share of controversies. Baskin Robbins, under the SPC umbrella, has faced harsh criticism in the past. In 2022, a tragic incident occurred where a 23-year-old worker died during a factory baking shift for Paris Baguette, another brand under SPC. Their decision to resume operations after the tragedy amid ongoing concerns about workers’ rights and welfare led to public outcry and boycotts against SPC and its brands.

Many fans have disapproved of SM Entertainment’s decision to collaborate with a brand associated with such issues. Brand partnerships can elevate an artist’s image. But they can also be detrimental to an artist if the public dislikes the brand.

While this Baskin Robbins and RIIZE collaboration promises exciting products and experiences for fans, it also serves as a reminder that brand deals in the entertainment industry come with certain complexities and responsibilities. Only time will tell how this controversial partnership with Baskin Robbins will impact RIIZE in the long run. – K-Pop News Writer

Featured Image: Doesn’t this collab look awesome? Source: Instagram/@baskinrobbinskorea.