IAM Worldwide has unveiled its most exciting product yet — the IAM Amazing Organic Barley Gummies — through a groundbreaking campaign featuring rising K-pop group NTX.
The collaboration marks a new era for the Philippine health and wellness brand as it blends K-pop’s energy with the power of organic superfoods, creating a vibrant link between Filipino innovation and Korean pop culture.
At the heart of the launch is a branded music video that doubles as both a visual anthem and a cinematic tribute to the Philippines. Filmed at some of the country’s most iconic locations — Palacio de Memoria, MOA Sky Pitch, and the National Museum of Natural History — the video showcases culture, youth, and vitality.
NTX becomes the first-ever K-pop group to shoot in these heritage and cultural landmarks — a milestone that reflects IAM Worldwide’s pioneering spirit and commitment to global collaboration.
The campaign features NTX’s hit single “Over and Over,” whose lyrics — “You make me wanna do it over and over again” — perfectly capture the addictive appeal of IAM’s new Barley Gummies. The music video’s upbeat rhythm, youthful visuals, and choreography reinforce the product’s message that wellness can be fun, flavorful, and full of energy.
IAM Worldwide’s founders describe the project as “a milestone not just for their brand, but for Philippine marketing as a whole,” emphasizing how it merges music, lifestyle, and health to engage global audiences.
The Barley Gummies themselves represent IAM Worldwide’s continued innovation, reimagining its best-selling organic barley powder into a convenient gummy form designed for the modern generation.
Choosing NTX — a rising K-pop boy group known for their strong performances and youthful charisma — underscores the brand’s goal to connect with Gen Z consumers. The group’s fresh image and dedicated fanbase match IAM Worldwide’s mission to inspire a new wave of health-conscious yet trend-savvy individuals.
Each location in the music video carries symbolic weight. At the Palacio de Memoria, NTX performs amid the grandeur of old Manila, representing timeless beauty and heritage. At the MOA Sky Pitch, the group’s modern choreography mirrors the dynamism of today’s youth. Finally, at the iconic Tree of Life — a six story architectural feature located at the National Museum of Natural History — NTX captures the spirit of discovery, which at the heart of IAM Worldwide’s advocacy for natural wellness rooted in science and nature.
“The collaboration between IAM Worldwide and NTX is not just a marketing breakthrough; it is a cultural moment. It represents the growing influence of Filipino brands in the global wellness industry and the expanding reach of K-pop as a force for cross-cultural storytelling,” IAM Worldwide officials said.
As IAM Worldwide continues to champion the health benefits of organic barley in modern, creative ways, this campaign proves that wellness, artistry, and global connection can indeed go hand in hand — over and over again.
Follow the #IAMNTX campaign on Instagram at @iamworldwideofficial and Facebook at facebook.com/iamworldwideofficialfb.
This article was written with the help of AI, based on a press release from IAM Worldwide, distributed via PUBLICITYASIA, and was reviewed and edited by the Hallyu Dorama team.