aespa is dominating PUBG’s K-Pop collaborations, outperforming NewJeans (NJZ) by a huge margin.
PUBG’s CFO revealed that the ongoing aespa campaign is generating about 70% more revenue than the NJZ event from 2024.
Both collabs offered exclusive in-game cosmetics, emotes, and themed zones. But aespa’s campaign had more buzz thanks to a new original track, “Dark Arts,” and a live performance at the PUBG Nations Cup.
The NJZ collab, praised for pastel visuals, faced backlash for gacha mechanics and limited outfit customization — even sparking legal trouble and billions in refunds.
“Compared to last year’s collaboration with the singer group NewJeans, the collaboration with Aespa has delivered better results and met our expectations.”
— PUBG CFO
The CFO added,
“This year’s collaboration with Aespa is still ongoing. It’s not just a simple comparison with last year’s NewJeans collaboration, but so far (in the second quarter), it has shown better performance and is meeting our expectations.”
PUBG is pushing deeper into K-Pop partnerships, and all eyes are on aespa to maintain their lead as their campaign continues through July 2025.
