Infinix Names ITZY’s Yuna as First Global Brand Ambassador
Infinix has tapped ITZY member Yuna as its first global brand ambassador, linking the announcement to the upcoming launch of the Infinix NOTE 60 Series. The move signals a broader strategy: position the brand more aggressively in the premium smartphone segment while strengthening its global youth appeal.
The partnership was announced alongside the global debut of the NOTE 60 Series, which Infinix describes as a key step in elevating its flagship lineup.
Infinix Aligns With Global K-pop Influence
Yuna, a member of the K-pop group ITZY, brings significant international visibility. As one of the younger faces in fourth-generation K-pop, she carries strong appeal among Gen Z consumers — a demographic that smartphone brands continue to target aggressively.
For Infinix, naming a global brand ambassador marks a shift. The company has historically focused on value-driven smartphones in emerging markets. Attaching a global pop figure to the NOTE 60 Series suggests an effort to reshape brand perception beyond affordability.
Yuna said the partnership gives her a new way to connect with fans, adding that she looks forward to creating “special stories” with the brand.
“I’ve always believed that life should be filled with joy and the courage to show the world who you truly are,” said Yuna. “It’s been amazing to see how Infinix shares that same energy.”
NOTE 60 Series Anchors Premium Push
The Infinix NOTE 60 Series sits at the center of this campaign. According to the company, Qualcomm’s Snapdragon chipset powers the first NOTE device, signaling a higher performance positioning.
The lineup also incorporates design input from Pininfarina and audio tuned by JBL. These collaborations indicate Infinix is building a more lifestyle-oriented identity around its flagship devices — combining performance specs with design and entertainment features.
This marks a notable evolution for Infinix as it attempts to compete in more premium-leaning categories, where brand image and ecosystem partnerships matter as much as raw hardware.
Repositioning Infinix for a Global Audience
The timing of the Yuna appointment appears deliberate. The global brand ambassador role helps unify marketing efforts across regions, especially as Infinix expands in Asia, the Middle East, Africa, and parts of Europe.
By pairing the NOTE 60 Series launch with a high-profile K-pop figure, Infinix positions itself closer to brands that blend technology with pop culture influence — a strategy long used by larger smartphone makers.
TT Liu, CMO of Infinix Mobility, said the partnership supports the company’s “Joy Tech” direction, shifting the conversation from technical specifications to user experience and lifestyle storytelling.
“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,” said Liu.