Global smartphone brand Infinix has officially announced ITZY member Yuna as its first-ever global brand ambassador, signaling a major step forward in the company’s international branding strategy.
The partnership arrives alongside the launch of the new Infinix NOTE 60 Series and reflects the company’s growing ambition to position itself as more than just a budget smartphone maker. By partnering with one of K-pop’s most recognizable young stars, Infinix is aiming to connect more deeply with younger audiences worldwide.
Yuna, known for her energetic stage presence, confidence, and bold fashion style, perfectly aligns with Infinix’s “Joy Tech, Beyond Limits” philosophy. The company says the collaboration focuses on creativity, individuality, and self-expression rather than simply promoting smartphone specifications.
According to Infinix, this is the first time the brand has appointed a global ambassador, making the collaboration especially significant. The campaign positions Yuna as the face of the NOTE 60 Series, which represents Infinix’s push into a more premium smartphone experience.
In promotional materials, Yuna describes the smartphone as a tool for creativity and everyday storytelling, highlighting features designed for content creation, photography, and entertainment. The partnership is expected to include global marketing campaigns, social media promotions, fan events, and exclusive NOTE 60 Series collaborations.
Industry analysts see the move as part of a wider trend where smartphone companies increasingly partner with K-pop stars to expand brand recognition and cultural influence. Infinix appears to be following the successful marketing strategies previously used by larger smartphone brands in Asia and global markets.
The collaboration also strengthens Infinix’s image as a youth-focused lifestyle technology brand. Instead of focusing purely on hardware specifications, the company is now emphasizing identity, creativity, and emotional connection with users.
Yuna, the youngest member of ITZY, has continued to grow her influence in fashion, music, and brand endorsements over recent years. Her appointment as Infinix’s first global ambassador further expands her international presence beyond the K-pop industry.
With the NOTE 60 Series launch and Yuna-led campaigns, Infinix is clearly aiming to compete more aggressively in the premium smartphone market while building stronger connections with younger global consumers.