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SNICKERS® is giving its iconic pack a fresh new expression through its latest collaboration with MINGYU of K-pop icon SEVENTEEN, unveiling six limited-edition designs across nine markets: the Philippines, Taiwan, Hong Kong, South Korea, Malaysia, Thailand, Singapore, Indonesia and Vietnam.
The SNICKERS® and MINGYU Special Edition Pack marks the brand’s first celebrity collaboration packaging initiative in Asia and takes the partnership beyond traditional endorsement, bringing MINGYU’s personality, passions and personal connection with SNICKERS® directly onto one of the brand’s most recognisable assets: the pack itself.
Featuring six unique designs, the collection captures different sides of MINGYU through distinctive messages and creative elements inspired by the artist himself. Each pack gives consumers something new to discover, while together the six designs create a collectible experience that brings a playful new energy to SNICKERS®.
Whether discovering a favourite design or hunting down the complete collection, the collaboration gives both SNICKERS® consumers and MINGYU fans a new way to engage with the brand.
The launch marks the latest chapter in MINGYU’s ongoing partnership with SNICKERS® in Asia. Since coming together, the collaboration has brought his distinctive character and energy into the SNICKERS® world, helping the brand connect with a new generation of consumers through culturally relevant experiences.
This latest activation extends that partnership directly onto the pack, bringing a fresh expression to SNICKERS®’ iconic “You’re Not You When You’re Hungry” platform by celebrating the different sides of his personality that can show up in everyday moments.
“Our partnership with MINGYU has always been about creating something that feels authentic to both MINGYU and SNICKERS®,” said Catherine Yap, Marketing Director – Chocolate, Mars Snacking Asia.
“With this special edition, we wanted to go beyond simply featuring MINGYU on our packaging. We invited his personality and creativity into the SNICKERS® brand world, turning the pack into something consumers can discover, collect and enjoy. Launching the collection across nine markets also gives us an exciting opportunity to bring this experience to consumers and fans across Asia in a locally relevant way.”
Six Packs. Six Sides of Mingyu.
At the heart of the collaboration are six SNICKERS® and MINGYU Special Edition Pack designs, each inspired by different aspects of MINGYU’s personality, passions and experiences.
Rather than creating one single celebrity pack, the collection encourages consumers to explore the different designs, find the one they connect with most, or collect the entire set. The result transforms an everyday SNICKERS® purchase into a moment of discovery while keeping the unmistakable SNICKERS® identity at the heart of every design.
The experience also continues beyond the physical pack. Each special edition pack features an on-pack QR code that consumers can scan to access exclusive digital content and redeem MINGYU digital wallpapers, extending the collaboration from the shelf to consumers’ screens.
“I’ve always enjoyed SNICKERS®, so it was exciting to bring more of myself into something that fans and consumers can actually pick up and experience,” said MINGYU.
“Each of the six packs shows something a little different, which makes the collection fun to discover. I hope everyone enjoys finding their favourite design, collecting the different packs and exploring the special content we created.”
More to collect for Mingyu fans in the Philippines
To celebrate the launch, SNICKERS® is giving Filipino fans another way to join the experience with exclusive MINGYU sticker collectibles available through a special Gift-With-Purchase promotion.
Through participating promotions on TikTok Shop, Shopee and Lazada, consumers who purchase qualifying SNICKERS® products can receive exclusive MINGYU stickers, subject to applicable purchase requirements and while stocks last.
The SNICKERS® and MINGYU Special Edition Pack will be available in the Philippines for a limited promotional period. Consumers can discover and collect all six designs through participating retail outlets and online via TikTok Shop, Shopee and Lazada.
For more information on the SNICKERS® and MINGYU Special Edition Pack and participating promotions, follow SNICKERS® on Facebook, Instagram and TikTok.
