Today, Infinix has announced its first global brand ambassador: K-pop girl group Itzy’s member Yuna. Itzy was formed in 2019 and she’s been a member ever since, while this year she’s also made her acting debut, and is planning to release her first solo record in March. As the youngest member of Itzy, “her vibrant confidence is her signature”, Infinix says in its official press release.

She is now joining forces with Infinix for the launch of the Note 60 series, the brand’s latest flagship family. This partnership “marks a strategic evolution for Infinix, elevating its appeal to the premium market”, the brand says.

By integrating Yuna’s “infectious energy” with the Note 60 series, “Infinix is redefining its brand identity and empowering users worldwide, driving desirability among tech-savvy youth who demand both flagship-level sophistication and a platform for bold, joyful self-expression”.

TT Liu, CMO of Infinix, said:

Partnering with Yuna accelerates our mission to deliver a fun, cutting-edge mobile experience to young fans globally. Guided by the philosophy of Joy Tech, Infinix moves beyond talking about how advanced a phone is, to telling stories about how technology creates joy – when brands, users, and Yuna come together to illuminate every unique way of shining.

Yuna said:

I am so excited to reach out to my fans in a new way as Infinix’s Global Brand Ambassador. I’ve always believed that life should be filled with joy and the courage to show the world who you truly are. It’s been amazing to see how Infinix shares that same energy. I’m looking forward to this journey and can’t wait to show everyone the special stories we create together!

According to Infinix, this collaboration is “strategically timed”, as it’s happening alongside the brand’s entry into the premium market with the Note 60 series, with the Note 60 Pro being powered by a Snapdragon chipset and the Note 60 Ultra being designed by Pininfarina.