MARK & LONA Appoints aespa's KARINA as New Brand Ambassador, New Commercial "PLAY ILLUSION" to be Released on Monday, April 27

Cube Co., Ltd. (Headquarters: Minato-ku, Tokyo) announces that its luxury golf brand, "MARK & LONA," has appointed KARINA, the globally popular artist and leader of the South Korean global group aespa, as its new brand ambassador. This marks the first time in MARK & LONA's history that a female brand ambassador has been appointed.

Alongside this, new visuals and a new commercial, "PLAY ILLUSION" (15s/30s/60s), featuring KARINA wearing MARK & LONA attire, have been produced and will be released on a special website on Monday, April 27, 2026, at 2:30 PM JST. Additionally, a making-of video showcasing the filming process can also be enjoyed on the special website.

(※Special website: https://brand.markandlona.com/playillusion/)

Since its birth in 2008, "MARK & LONA" has championed the unique value of "Luxury Golf," bringing innovation to the golf apparel industry, where conservative styles were prevalent, and establishing an entirely new concept.

Its wide range of collaborations extends beyond famous characters and artists to cross-industry initiatives such as sneakers, cosmetics, and sweets. Furthermore, by being an early adopter of upcycling, it has garnered attention and carved out a unique position that transcends the boundaries of golf apparel.

Even after more than 18 years since its inception, "MARK & LONA" continues to evolve with its distinctive style and enjoys strong support and attention through its flagship stores operating worldwide.

The highlight of the new visuals and commercial, to be released on Monday, April 27, is KARINA's overwhelming presence expressed within a fantastical world. KARINA's five different MARK & LONA looks each radiate a distinct charm.

Her translucent, beautiful skin, outstanding physique, and subtle changes in expression. During the still photography, she instantly shifted her expressions the moment the camera was pointed at her, showcasing high-level posing befitting a global artist. In the video scenes, while searching for a crystal ball, she ingeniously devised stances and movements that beautifully presented the apparel, with her expressive power attentive to every detail being a major highlight. Furthermore, in the scene where she hits a crystal ball with a crystal putter, she mastered a beautiful putting form after just one brief lesson. Her high physical sensibility and flair were also impressive.

Together with KARINA, our new brand ambassador, we will continue to challenge and innovate globally. Please look forward to it.

**■ CM Overview**

● Title: "MARK & LONA" New Commercial "PLAY ILLUSION" (15s/30s/60s)

● Starring: KARINA

● Release location: MARK & LONA special website (https://brand.markandlona.com/playillusion/)

● YouTube links:

・Main video (15s) https://youtu.be/21rkb_ZHmBk

・Main video (30s) https://youtu.be/0yQoORD_28o

・Main video (60s) https://youtu.be/4OOYrelo12w

・Making-of video https://youtu.be/I510F9qakUw

**【CM Concept】**

KARINA stands alone in an interior space. Beyond the window, a void universe with a distant Earth floats. In that silence, a single ball unexpectedly descends. Breaking the boredom, she begins to play with the ball. From there, five different expressions and styles (GENERAL, LIFE STYLE, CODE, T-LINE) emerge. The small movement that started with one ball leads KARINA into an entirely new world.

**【CM Story】**

This film depicts KARINA drifting through multiple worlds, starting from an ordinary indoor space. A golf ball landing in front of her becomes a "medium" that allows her to move between different realities.

・Galaxy / Arrival

KARINA lands on a green field. Above her face, a crystal ball flickers rapidly with fragments of various scenes. A slow blink, as if waking from sleep. A silence as if time has stopped. With a light "thump," a crystal in the shape of a golf ball rolls towards her.