ENHYPEN Intensifies Its Partnership With Indonesian Treats From Nabati

Sensational K-Pop boy group ENHYPEN is beyond songs, music videos, and live performances on stage. They are also among the world’s most highly in-demand brand ambassadors and endorsers. 

If you are looking around closely, you will see this seven-member K-Pop boy band appearing on promotional images of BYS Cosmetics – Australian beauty makeup products – Dunkin’ – yes, the world’s favorite donut brand – innovative Korean skincare brand Dr.Jart+, Philippine clothing and lifestyle brand BENCH, among others. 

Few months ago, ENHYPEN added another popular brand on their list of endorsements, and that’s Indonesian food label Nabati Group. While several partnerships are usually short-lived, ENHYPEN’s affiliation with Nabati is still standing strong until today, and is even intensifying. Here’s a look at this amazing tie-up and how fans are experiencing this collaboration. 

ENHYPEN Strikes A Deal With Nabati Group

In August 2023, Nabati Group signed a deal with ENHYPEN as they believe the K-Pop group is the perfect partner to enliven the hype that their products also have. 

“The growth of K-Pop culture in the world is so rapid. We see this wave as Nabati’s best momentum. We appointed ENHYPEN as brand ambassadors because the market really wanted it. This famous K-pop idol is believed to be able to bring new passion to the Nabati wafer, biscuit and snack product lines,” said the executives of the food label.

They added that ENHYPEN is the perfect group to represent the main fanbase of Nabati, which comprises children and Gen Z teenagers. Studies show that the age group of K-Pop fans worldwide is mostly from that group with Nabati to around 20s. 

If It’s Not BTS, It’s ENHYPEN

Formed in a rather unique way compared to how other K-Pop groups were formed, ENHYPEN was formed by Belift Lab. They were formerly a joint venture between CJ ENM and Hybe Corporation, the company behind BTS and TOMORROW X TOGETHER. 

ENHYPEN was discovered and formed through “I-Land,” a 2020 survival competition show. After that, they were given big breaks and the rest is history.

The group is composed of Heeseung, Jake, Sunghoon, Jay, Jungwon, Sunoo, and Ni-ki. From their first extended play shortly after their formation that year, “Border: Day One,” they have produced songs which include “Bite Me,” “Sweet Venom,” “SHOUT OUT,” “Future Perfect,” “Fatal Trouble,” “Hey Tayo,” “Tamed-Dashed,” “Given-Taken,” “Sacrifice,” and so much more.

Many of their music videos and live performances on YouTube have already garnered several million views. So far, unlike other K-Pop groups such as BTS and BLACKPINK, ENHYPEN hasn’t yet ventured on solo performances from its members. 

About Nabati Group

One of the brands they are endorsing, Nabati, hails from Indonesia. However, the brand has now reached international shores, like Malaysia and the Philippines. 

Founded in 2002, Nabati Group started in the snack food industry for households, until it has also focused on fast moving consumer groups, especially food and sodas. 

Its main products are wafer products, which ENHYPEN is endorsing. However, its catalog also includes frozen foods – such as the Richeese chicken nuggets – quick service restaurants, particularly the Richeese Factory fast-food chain in Indonesia and Malaysia, and beverages. 

ENHYPEN And Nabati

In particular, ENHYPEN was tapped for Nabati Group’s new flavor variant then at the time the partnership was announced, and this flavor is aptly called Nabati Korean Goguma. A Korean-inspired offering of the Indonesian food label, Nabati Korean Goguma is one of the brand’s latest product variants inspired by Goguma Ppang. No wonder this Nabati ENHYPEN partnership is well-loved.

A trending Korean specialty in Indonesia and a favorite among Indonesians, Goguma Ppang is a South Korean delicacy – “sweet potato bread” in English – shaped exactly like a raw sweet potato. However, when sliced, it reveals a soft sweet potato bun. A thin but chewy bread covers the outside, while the inside is filled with tasty, irresistible filling. 

With Nabati’s Goguma series, the brand introduces the wonders of the delicious flavor of Goguma, giving rise to three variants. You can choose from:

• Goguma Lava Wafer – Crispy wafers filled with addicting Goguma cream.
• Nextar Goguma – Still with the flavors of Goguma, these are soft cookies that offer the distinct Goguma flavor and taste that start with a tempting aroma.
• Ahh Goguma – Bite-sized treats with a purple cream coating and delicious Goguma cream filling.   
  

The ENHYPEN x Nabati Fan Experience

Social media influencers are among those who got their first dibs on the Nabati ENHYPEN collaboration official merchandise. One of them is Filipino Internet star Gelo de Vera. De Vera is known for his trending reels featuring his own collaborations with various brands, mostly from the Philippines, such as Watsons, Lazada, Penshoppe, and worldwide brands like Samsung and Popeyes.

He is also a self-confessed and certified K-Pop stan. He has attended concerts of various K-Pop groups and shares his experience online. These K-Pop groups include NCT Dream, ITZY, and mind you, also, though not K-Pop, but today’s hottest P-Pop girl group, BINI.

As a K-Pop fan, he has actually received an official package from the Nabati for their collaboration with ENHYPEN. De Vera recently posted a Reel on Facebook sharing his joy.

In the video, he happily shared his unboxing of the package, a purple box filled with the Nabati Goguma products, of course, as well as the official merchandise of Nabati’s ENHYPEN collaboration, a Poster featuring the group and set of Postcards with individual faces of the members, plus some cute item such as ID lanyard, keychain and light stick. 

“AHHH always love getting ENHYPEN packages, plus points it came with yummy snacks…” the social media influencer wrote in the caption.

Some of the Nabati products he got were the Nextar soft cookies, Goguma lava wafers, and Nabati Ahh.

“These are so good, I am so serious!” he said. Watch his reel here.

To get your hands on Nabati’s Korean treats, you can shop for them from Nabati’s online stores on Lazada and Shopee.