A ‘Surprise Gift’ gives anyone an unexpected ‘joy’.

‘DELIGHTS, which forms the two main values of The Awards along with DREAM, is expressed with ‘sincerity’ The ‘D Awards X Singles Gift Box’, a collaboration between The Awards and the fashion lifestyle magazine ‘Singles’, has become the perfect ‘warm symbol’.

‘K-Pop Capital’ At the backstage of The Awards that lit up the night of the 22nd in Seoul, South Korea, along with the awards ceremony‘s signature trophy, ‘D Cube’, the ‘The Awards X Singles Gift Box’ was well-received for its “sense”. Inspired by the ‘Goodie Bag’, which is also known to some through the Academy Awards and other events, the eight ‘K-beauty’ brands that are at the forefront of K-brands along with K-pop worked hard to fill the gift box.

K-brands that participated in the ‘The Awards X Singles Gift Box’ event included Leaders Cosmetics, Mmchit, Barelli, Bodana, Skin1004, CicaRX, COSRX, and Hoodhood. These brands are considered so-called ‘hot items’ among the MZ generation, the core target of K-beauty. They are characterized by their product composition that ‘carefully considers the skin protection and soothing’ of artists who inevitably have to be exposed to light for long periods of time, especially makeup.

The ‘goodie bag’, which is where the The Awards X Singles Gift Box is based, means ‘a bag containing items you want to have’ and is the result of the ‘return gift culture’, given out after birthday parties or major events. The Awards X Singles Gift Box contains various products, such as new products from leading K-beauty brands and key rings, a popular item for the MZ generation.

The Awards, which promotes itself as a ‘new festival for K-pop stars’, was held on the 22nd at the Hwajeong Gymnasium of Korea University in Seoul, hosted by Sports Donga, a daily newspaper specializing in sports and entertainment. Starting at 10:30 PM on the same day, it was broadcast exclusively through Channel A, and K-pop fandoms in Korea and around the world watched the special start of The Awards together.


Reporter Heo Min-nyeong mignon@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.