MARK & LONA Appoints aespa Leader KARINA as New Brand Ambassador and Unveils New Commercial PLAY ILLUSION

Cube Co., Ltd. (headquartered in Minato-ku, Tokyo) announced that its luxury golf brand MARK & LONA has appointed KARINA, leader of the globally active K-pop group aespa, as its new brand ambassador. On Monday, April 27, the company held the “KARINA × MARK & LONA New Ambassador Press Conference” in Tokyo and unveiled the new commercial PLAY ILLUSION. KARINA is the brand’s first female ambassador, marking a step toward accelerating MARK & LONA’s global expansion. At the opening, Tomoaki Matsumura, President and Chairman of Cube Co., Ltd., presented the brand strategy and business development of MARK & LONA. He described Cube as a company founded in 1994 and listed in 2022, developing distinctive brands in Japan and overseas. Regarding MARK & LONA, he said the brand has opened up the market since its launch in 2008 with the new value concept of “Luxury Golf.” Explaining why KARINA was chosen, Matsumura recalled seeing her for the first time in aespa’s Supernova music video and feeling “a shock like lightning running down my spine.” He said he intuitively felt she was the right muse for the brand. During the talk session, KARINA said she was surprised when she first received the offer and was very happy, though she also wondered whether she could properly express golf wear. After seeing the completed visuals through the shoot, she felt she had successfully represented a new image for MARK & LONA. On her impression of the brand, she said her family likes golf, so she had long had a positive image of MARK & LONA and saw it as a brand with many luxurious and attractive items. The visuals and commercial were shot in South Korea. KARINA said the shoot was very enjoyable and was impressed that real grass was used on the set to recreate a golf round. She also discussed trying putting for the first time, saying she worked with the staff and tried to look as professional as possible. With humor, she added that the ball goes into the hole in the commercial, but whether it did so in real life is a secret. KARINA also praised the outfit she wore that day, saying it was comfortable and very good. She highlighted the black design with flame-like details, the sporty and practical silhouette, and the cool overall design, while also mentioning the ambassador-selection limited logo and high functionality. The new commercial PLAY ILLUSION features a dreamlike structure in which KARINA drifts through multiple worlds, including space, the sky, the desert, underwater, and the city. The story follows KARINA as she is guided into new worlds through a crystal ball. In the latter half of the event, a flip-board segment inspired by the “&” in MARK & LONA was held. Asked what she always does when visiting Japan, KARINA answered “monja & yaki,” saying she always eats it when she comes to Tokyo. Asked what she has recently been into, she answered “books & movies,” sharing that she has made it a habit to keep records of her reading and film watching. The event also included a “Putting Golf Challenge.” KARINA said she was nervous but would do her best. After narrowly missing on her first two attempts, she succeeded on the third try, smiling brightly and exclaiming, “I did it!” to the delight of the audience. After the challenge, she said she was glad it went well and credited the reporters in attendance for helping her complete it successfully. When presented with a putting mat, she thanked the organizers, said she liked it very much, and expressed her desire to practice more and show improved skills in the future. KARINA is the leader of the Korean global group aespa and enjoys immense popularity in Japan and abroad. aespa debuted in November 2020 with the single Black Mamba and has since released global hits including Supernova and Whiplash. The group successfully held Tokyo Dome concerts in both 2023 and 2024, and in 2026 will hold its first dome tour, 2026 aespa LIVE TOUR - SYNK : aeXIS LINE - in JAPAN [SPECIAL EDITION DOME TOUR]. As the group’s leader, KARINA continues to draw worldwide attention with her refined visuals and style. To commemorate the release of items worn by KARINA, MARK & LONA will run a special campaign. It includes limited novelty gifts for customers who purchase eligible products, a limited-time photo spot at the MARK & LONA Aoyama store, and screenings of the commercial featuring KARINA at selected directly operated stores. Details will be announced through the special website and official social media channels. Since its launch in 2008, MARK & LONA has brought innovation to the golf apparel industry, where conservative styles had been the mainstream, by establishing the new concept of “Luxury Golf.” The brand continues to release bold and unique collections globally while pursuing craftsmanship that combines innovative design, premium materials, and high functionality. Beyond collaborations with famous characters and artists, it has also attracted attention through cross-industry projects with cosmetics, sweets, and other fields, building a distinctive position beyond the framework of golf apparel. More than 18 years after its birth, MARK & LONA remains a unique presence, supported and watched closely by golfers and fashion lovers in Japan and abroad.