Snickers and Seventeen's Mingyu Launch 'ACTIVE LIFESTYLE' Asia Campaign

MARS Asia has selected Mingyu of Seventeen as the 'Snickers® Asia Ambassador' for the second consecutive year and announced that it will officially launch the 'ACTIVE LIFESTYLE' campaign to kick off 2026 in Asian markets including Korea, Taiwan, Hong Kong, the Philippines, Vietnam, Malaysia, Thailand, and Singapore.

The 2026 Snickers® Asia campaign, 'ACTIVE LIFESTYLE,' was inspired by the lifestyle of young Asians who passionately juggle academics, social life, sports, and hobbies despite their busy schedules. Through this campaign, Snickers® aims to further strengthen its role as a brand that helps people satisfy their hunger and recharge their energy whenever and wherever they need it. This aligns with the brand's core slogan, "You're not you when you're hungry," and Snickers® continues to provide a satisfying energy boost so that consumers can stay focused and move on to their next challenge without being distracted by hunger in their fast-paced daily lives.

This campaign will once again feature Mingyu, as it did last year. Mingyu, a popular member of Seventeen and a leading K-pop artist, has demonstrated strong global influence by successfully completing Seventeen's Asia tour. He is loved for his energetic performances on stage and his active lifestyle off stage.

Snickers® stated, "Last year, our collaboration with Mingyu resonated deeply with consumers across Asia and vividly conveyed our brand identity. We look forward to continuing this synergy with Mingyu again this year, delivering an even stronger message and a more differentiated experience."

As part of the campaign, Snickers® will serve as the official sponsor of the 'CxM [DOUBLE UP] LIVE PARTY,' a live event featuring Seventeen's unit group S.Coups x Mingyu. At this live party, which will be held at Inspire Arena in Incheon from January 23 to 25 and at BEXCO in Busan from February 13 to 14, Snickers® will hold an event to provide all attendees with the new 'Snickers® Strawberry Flavor Bar.' This new product is an energy bar that combines a refreshing strawberry flavor, rich chocolate, and savory peanuts, designed to help fans enjoy the performances with even more enthusiasm.

Since its launch in 1930, Snickers® has been a beloved global chocolate bar brand, establishing itself as an energy-boosting snack under the slogan "You're not you when you're hungry."