Other Ventures: Endorsements

Other ventures
Endorsements
Exo has maintained numerous endorsement deals throughout the group's career, and has been
named multiple times as having the most powerful brand reputation among K-pop artists by the
Korean Business Research Institute.[264][265] Since 2012, Exo has maintained a partnership
with Samsung, the largest public company in South Korea, where the group has endorsed the
company's electronic products.[266][267] In early February 2013, Exo began promoting the South Korean
clothing brand Kolon Sport, for which they filmed a commercial for a new pair of sneakers named for
their collaboration: MOVE-XO.[268] Also in 2013, Exo began a two-year endorsement deal with
cosmetics brand Nature Republic, which was later extended and remains active to this
day.[269][270] Their partnership grew in 2015 and 2016 to include autograph events, which drew 30,000
and 50,000 fans, respectively.[271][272] The 2015 autograph event was held in Busan, with crowds such
that the municipal police department tweeted: "Currently live from Exo's fan signing in
Gwangbukdong. One, two three! We Are One! Busan Police! Everyone, please be in
order."[273] These events were followed by the Green Nature Exo Fan Festival in 2017 and 2018; both
were concert-style events hosted by Nature Republic with thousands of attendees.[270][274]
In late 2015, Exo officially endorsed Star Wars: The Force Awakens with the release of a
collaboration film that featured "the nine Exo members in a Star Wars-inspired world where clubs are
'Jedi Only' and they carry lightsabers", according to Billboard.[275] In 2016, the group became
ambassadors for American footwear company Skechers, endorsing the D'Lites 2 Sweet Monster
Collection. This partnership has extended to Skechers events such as the 2017 Sweet Monster K-
Pop Dance Competition, attended by Exo members Chanyeol and Sehun.[276] Also in 2016, the group
became the official faces of international clothing brand SPAO's spring collection, which included
limited-edition postcards and posters for customers.[277]
In 2018, in the lead-up to Exo's performance at the Closing Ceremony for the 2018 Winter Olympics,
the group became the faces of the Switzerland-based snow-sports company Kessler.[278] In March
2018, Exo were announced to be the new brand ambassadors for Major League Baseball (MLB) in
Asia.[279] Following this announcement, Chanyeol, Kai, and Sehun attended the grand opening of the
MLB store in Times Square, Hong Kong, on March 23.[280] In July 2018, Exo were appointed as
Korean Tourism Ambassadors for 2018 by the Korean Tourism Organization, and appeared in a
series of promotional advertisements designed to "promote Korea to the world".[281] Exo also maintain
partnerships with, or have previously endorsed, companies including Coca-Cola, SK
Telecom, KFC, MCM, Lotte Confectionery, Lotte World, Goobne Chicken, and Hats On.[282]
Philanthropy
The members of Exo-K became goodwill ambassadors for South Korea's Red Cross Youth in
December 2012.[283] Members of Exo were appointed as official ambassadors for Fashion-KODE
2014, which was hosted by South Korea's Ministry of Culture, Sports and Tourism and the Korea
Active Content Agency Fashion Festival in July 2014.[284] That same month, Samsung announced
Exo as its brand ambassadors for the 2014 Summer Youth Olympics.[285]
Since its debut, Exo members have been involved in charity, such as volunteering for and making
personal donations to organizations including childcare centers, the Korea Childhood Leukemia
Foundation, Siheung Women's Resources Development Center, and China's Hunan
province medical services.[286][287][288][289]
In 2015, Exo began participating in Smile For U, a joint SM Entertainment and UNICEF project that
supports music education for children in Asia. Part of the proceeds from the band's second special
winter release Sing for You and multiple subsequent albums were donated to the campaign.[290][291][292]
Discography
Main article: Exo discography
See also: List of songs recorded by Exo
Korean and Chinese albums

• XOXO (2013)
• Exodus (2015)
• Ex'Act (2016)
• The War (2017)
Korean exclusive albums
• Don't Mess Up My Tempo (2018)
• Obsession (2019)
Japanese albums
• Countdown (2018)
Tours
Headlining Joint tours
• Exo from Exoplanet 1 – The Lost Planet (2014) •

• Exo Planet 2 – The Exo'luxion (2015–2016) •
• Exo Planet 3 – The Exo'rdium (2016–2017) •
• Exo Planet 4 – The Elyxion (2017–2018) •
• Exo Planet 5 – Exploration (2019) Supporting a
Filmography
Main article: Exo videography
Reality TV shows DVDs
• 2013: Exo's Showtime[293] •

• 2014: XOXO Exo[294] •
• 2014: Exo 90:2014[295] •
• 2015: SurpLines Exo[296] •
• 2015: Exo Channel[297] •
• 2016: Exomentary Live[298] •
• 2017: Exo Tourgram[299] •
• 2018: Travel the World on Exo's Ladder Season 1[300] •
• 2018: Exo Arcade[301] •
• 2019: Travel the World on Exo's Ladder Season 2[302] •
• 2019: Heart 4 U[303] •
Dramas •
•
• 2015: Exo Next Door[304]
Footnotes
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