Fans can now eat Jennie of Blackpink’s designs

From designing sunglasses “for Asians by Asians” to innovating the fashion-cafe model, South Korea’s Gentle Monster has established a unique business model that’s thrived since its founding in 2011. Gentle Monster’s dessert brand Nudake is recognized for alien-like cakes that are a hit in China and all over the world, and now frequent in-house collaborator Blackpink’s Jennie has designed her own dessert offering. Jing Daily dives into that tasty collaboration, as well as Breitling x Brompton’s China-exclusive collection, and Li-Ning x Ninepointnine — a “gorpcore” resurrection. Subscribe here to receive the Collaborations newsletter to your inbox. Nudake x Jennie Details: Four desserts, November 28 Social context: On Xiaohongshu, #jennie has 5.8 billion reads, #nudake has 2.5 million, and #nudakexjennie has 65,200. Verdict: K-pop star Jennie from Blackpink follows her three Gentle Monster collections by teaming up with Nudake’s artisanal dessert expertise to create four sweet treats. Each item, such as the “Cameo” brooch cookie and the “Rouge Heel” soufflé, incorporates elements inspired by Jennie’s world, blending visual sophistication with imaginative culinary craftsmanship. The dessert designs reflect Jennie’s recognizable motifs, such as floppy ribbons and references to elegance and femininity, as seen in the “Jennie Ruby Jane” cake and the “Rouge Heel,” are set to be hits among the star’s booming global fanbase. Nudake is deploying the global appeal of Blackpink’s Jennie to enhance its visibility and cultural relevance. The exclusive menu launch at Seoul’s Haus Dosan pop-up creates a sense of exclusivity and an immersive brand experience, drawing in fans and curious foodies alike. This strategic alignment not only boosts Nudake’s brand value, but also strengthens Jennie’s association with high-concept art and lifestyle brands. Breitling x Brompton Details: 30 Mechanical Chronograph B01 watches, and 100 T Line folding bicycles, November 17 Social context: Breitling has 83,000 fans on Weibo and Brompton has 49,000. On Xiaohongshu, #Brompton has 23.7 million reads and #Breitling has 548,800. Verdict: Themed “Moments of Lightness,” the collection highlights the shared commitment of British bike manufacturer Brompton and watch brand Breitling to lifestyle and technical excellence. By integrating titanium material and cross-sector design innovation, the partnership embodies the fusion of foldable bicycle portability with luxury watch precision. It conveys the concept of “light living,” appealing to consumers seeking high-quality, versatile lifestyles. This is the first China-exclusive limited edition by Brompton and Breitling, with only 100 foldable bicycles and 30 mechanical watches available. The limited stock creates a sense of exclusivity, while also amplifying attention on a crucial market for both brands. Beyond meticulous product design, this collaboration deepens customer engagement through exclusive perks, such as priority purchase rights and premium gifts. The inclusion of an official watch winder with the timepiece, a cycling bag with the bicycle, and custom packaging enhances the emotional connection with users. This approach delivers a holistic value proposition, extending from product to service and enriching the overall brand experience. Li-Ning x Ninepointnine Details: “Gate of Time” clothing collection and sneakers, November 29 Social context: On Xiaohongshu, #ninepointnine has 44,600 reads and #lining has 1.8 million. Verdict: A fusion of traditional Chinese aesthetics and modern functional design, this second collection from the partners reinterprets the linear aesthetics and craftsmanship of ancient Chinese architecture, producing a futuristic style that appeals to both fashion enthusiasts and performance-focused consumers. Featuring innovative waterproof materials and slim-fit tailoring that maintain warmth without bulkiness, the designs riff on the “gorpcore” trend in a way that bridges the East and West, enabling both brands to extend their consumer appeal. Especially as Ninepointnine was only founded in 2019, collaborating with a powerhouse like Li-Ning is a real boost that a newer brand can benefit from. Ninepointnine already has a presence across Asia, from Hong Kong to Japan, so this is an apt partnership that debuted in May 2024. The debut of the “Gate of Time” sneaker is a standout in the collaboration, combining ancient architectural geometry with Li-Ning’s signature sneaker technology.

Fans can now eat Jennie of Blackpink’s designs

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Published November 19, 2024

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Fans can now eat Jennie of Blackpink’s designs