“After being on such a huge personal journey and hustling over the past few years, I want to inspire people who elevate themselves.”
Lisa of K-pop supergroup Blackpink is the first female brand ambassador of Chivas Regal in Asia.
“After being on such a huge personal journey and hustling over the past few years, I want to inspire people who elevate themselves,” the rapper says on Chivas’ website. “It was a no-brainer to partner with Chivas, as their values are so closely aligned with my own, plus I’ve always been a whiskey fan!”
The campaign titled “I Rise, We Rise” features images of Lisa with the scotch bottle and The Chivas Highball (a cocktail of Chivas, soda, and ice). There’s also a video filmed in Seoul. “All I’ve been through has brought me to where I am today,” the 24-year-old says in the promotion. “There were no shortcuts to get here. All I know is be yourself, be authentic, make success on your own terms.”
Lisa is a Thailand native who made her way to South Korea to pursue her dreams. The goals came true as Blackpink, which debuted in 2016, is one of the world’s most prominent pop groups. In 2018, they debuted their sophomore EP Square Up, which became Billboard’s highest-charting album by an all-girl K-pop group.
Over the years, they’ve been breaking records from most-viewed YouTube music videos (Ddu-Du Ddu-Du and Kill This Love) to becoming the first K-Pop girl group to perform at Coachella in 2019.
Last year, Lisa released her first solo album Lalisa. In the first week of sales, September 10 to 16, it sold almost 740,000 records.
She also broked Youtube music video view records on her own with 70.4 million plays within 24 hours Lalisa was released. Previously, the titleholder was Taylor Swift in 2019 with her music video for “ME!.”
Lisa’s other global brand deals include Adidas Originals, Celine, MAC Cosmetics, and Bulgari.
Photos from chivas.com