TokyoMay 12, 2026 /PRNewswire/ — Cube Co., Ltd. held a press conference in Tokyo on April 27, announcing the appointment of KARINA, the leader of the globally popular K-pop girl group aespa, as the new brand ambassador for its luxury golf brand MARK & LONA. This marks the first female ambassador for the brand. The press conference also unveiled a new advertisement featuring KARINA and the latest promotional video titled “PLAY ILLUSION.”
MARK & LONA Appoints aespa Member KARINA as New Brand Ambassador, Accelerating Global Expansion
https://markandlona.us/blogs/news/26ss-new-ambassador
Founded in 2008, MARK & LONA pioneered the concept of “luxury golf,” injecting innovative vitality into the traditionally conservative golf apparel industry with bold designs, high-quality fabrics, and high-performance features. The brand boasts multiple collections, including GENERAL, CODE, FER, and T-LINE, establishing a unique market position through cross-industry collaborations and strong entertainment attributes. Cube Co., Ltd. continues to deepen its presence in core Asian markets and expand globally through retail, shop-in-shop, and e-commerce channels.
At the press conference, the company’s Chairman and CEO, Tomoaki Matsumura, outlined the company’s strategy and explained that KARINA’s performance in aespa’s “Supernova” music video gave him a “lightning-fast impact,” leading to her selection as the ambassador. He also praised KARINA’s professionalism during the filming of “PLAY ILLUSION” in Seoul’s harsh winter conditions and expressed confidence in her role as the new brand ambassador.
KARINA shared her joy at becoming the ambassador, stating that she was initially surprised but very happy, and expressed confidence in successfully conveying the brand’s new image through this campaign. She also mentioned that her family’s interest in golf left her with a positive impression of the MARK & LONA brand. The press conference featured a fashion show of the brand’s latest collection and screened the new advertisement, which takes viewers on a fantastical journey through the universe, sky, desert, underwater, and urban scenes. KARINA personally introduced key looks, highlighting design, comfort, and functionality.
To add a fun element, a putting challenge was set up on site, which KARINA successfully completed on her third attempt. Through this collaboration, MARK & LONA aims to further strengthen its global brand influence and reach new customers worldwide.