SEOUL — Snickers, owned by Mars Wrigley, launched a limited-edition collaboration featuring SEVENTEEN member Mingyu on Friday, rolling out branded packaging and a promotional campaign across South Korea and other Asian markets. The company confirmed the tie-up on its official channels.

The partnership pairs the chocolate bar's long-running "you're not you when you're hungry" branding with one of K-pop's most recognisable faces. Mingyu, a vocalist and visual for the 13-member group SEVENTEEN, has an extensive individual fan following that brands increasingly court for product endorsements.

Mars Wrigley said the limited-edition products would be available at convenience stores and online retailers while supplies last, with special packaging and fan-oriented merchandise. Promotional content featuring Mingyu appeared across the group's and Snickers' social media accounts to coincide with the release.

The collaboration reflects a broader strategy by global food and beverage companies to harness K-pop's commercial reach, following similar tie-ups with acts such as BTS and BLACKPINK. Limited-edition idol collaborations reliably trigger rapid sell-outs and social-media amplification among fans.

SEVENTEEN, managed by Pledis Entertainment under HYBE, remains among the highest-selling K-pop acts globally, giving the campaign substantial built-in audience reach across its core Asian markets and beyond.