ILLIT appointed as NH Nonghyup ambassador… "Healthy food culture, It's 米米"

[Dispatch=Reporter Lee Myung-ju] ILLIT is collaborating with NH Nonghyup Economic Holding Company (Nonghyup). They will introduce healthy food culture to the MZ generation.

Belif Lab announced on the 3rd, "ILLIT has been appointed as an 'ambassador for promoting rice consumption,'" and "will launch a rice consumption promotion campaign in partnership with Nonghyup."

This is the first time Nonghyup has appointed an "ambassador for promoting rice consumption." They will carry out the "Like me, like 米" campaign.

They will engage in various activities to convey the new value of Korean rice. They will present entertainment content in which they visit a farm in Dangjin, Chungcheongnam-do, and experience rice planting.

ILLIT will encourage MZ generation participation through an SNS challenge of eating breakfast. A "Happy 米bap Car" composed of menu items selected by the members is also planned.

The connection between the two began with ILLIT's mini 4th album title track "It's Me." They produced an advertisement "It's米" that uses the song title as a metaphor for rice (米).

Nonghyup took notice of ILLIT appearing as a model for "It's米" and dancing in the middle of a rice field. Afterward, they exchanged with each other, such as sending a bap car to their schedule.

A Nonghyup official said, "It is meaningful to launch a campaign with ILLIT that helps farms. We hope future generations will participate in the food habit challenge."

Meanwhile, ILLIT will make a comeback on the 26th with their 2nd Japanese single "I Got Your Back." Physical albums will be released on the 29th.