BABYMONSTER members RUKA and ASA have been appointed as brand ambassadors for Japanese fashion label SNIDEL, marking a new fashion partnership between the two artists and the popular womenswear brand.
The two appeared at a special ambassador appointment event at Mash Style Lab headquarters in Tokyo on September 24, 2026. They were joined by comedian Maki Fukuda of 3 JI NO HEROINE, who attended as a special supporting guest.
The event came just one day after BABYMONSTER completed the Japanese leg of its 2026-27 BABYMONSTER WORLD TOUR IN JAPAN, which concluded with two performances at Kyocera Dome Osaka on September 22 and 23.
RUKA and ASA Join SNIDEL
SNIDEL describes its fashion concept as a combination of street culture and elegance, bringing together street and formal influences.
The brand selected RUKA and ASA because of their individual expressiveness, fashion sensibility and global influence.
RUKA, the oldest member of BABYMONSTER, is known for her dance ability and rap performance. ASA is also recognized for her rap skills and has participated in songwriting and music production.
Together, the pair bring a strong connection between Japanese fashion, Korean pop culture and BABYMONSTER’s international audience.
For the event, RUKA and ASA appeared wearing tweed pieces made with SNIDEL’s original yarn, highlighting the brand’s approach to combining feminine styling with practical wearability.
A New Fashion Chapter After The Tour
The SNIDEL event came immediately after an emotional end to BABYMONSTER’s Japan tour.
RUKA reflected on performing at Kyocera Dome Osaka and the differences between audiences in different regions.
She explained that fan chants and reactions vary from place to place. In Osaka, she particularly enjoyed the energetic response from the crowd. During one moment, she made a gesture resembling a gunshot, and fans responded by pretending to be hit.
For ASA, the Osaka performances were especially emotional.
During the first Kyocera Dome show, BABYMONSTER’s members and fans surprised RUKA and ASA with a special message of appreciation. The two Japanese members had spent years as trainees before making their debut, and the group wanted to recognize that journey.
When everyone joined together to say “Otsukaresama”, meaning a heartfelt acknowledgement of someone’s hard work, ASA became emotional.
She said the moment touched her deeply and brought her to tears. She also revealed that she continued to cry throughout the following two days.
The timing of the SNIDEL appointment therefore marked an important transition for the two artists, moving from the conclusion of an extensive tour into a new fashion-focused chapter.
SNIDEL’s Korean Photo Shoot
The first SNIDEL visual campaign featuring RUKA and ASA was photographed in South Korea.
RUKA described the experience of shooting for a Japanese fashion brand in Korea as fresh and enjoyable.
The campaign is expected to be released in October 2026.
The two artists also discussed what they particularly like about SNIDEL.
RUKA highlighted the combination of a sophisticated, feminine appearance with comfortable movement. She also said she likes SNIDEL’s compact silhouettes.
ASA focused on the brand’s attention to materials. She noted that tweed can sometimes feel uncomfortable against the skin, but said SNIDEL’s specially developed yarn makes the pieces comfortable to wear.
RUKA and ASA Share Their Fashion Styles
The event also gave the two members an opportunity to explain how they approach fashion.
For RUKA, fit and sizing are particularly important.
She said she prefers clothing that fits her body well rather than choosing oversized pieces.
ASA takes a different approach, using accessories as an important part of her styling.
She highlighted items such as necklaces, glasses, scarves and ties, explaining that she likes building an outfit around accessories depending on the look she wants to create.
The two also revealed their favorite clothing color during a game at the event.
Both RUKA and ASA chose black, as did Maki Fukuda.
RUKA explained that black works easily with other colors and is therefore a frequent choice in her wardrobe.
ASA described black as a reliable option that can work for both cool and simple styling.
Tokyo Through RUKA and ASA’s Eyes
RUKA and ASA were also asked where they would like to wear SNIDEL clothing in Tokyo.
RUKA chose Roppongi Hills, explaining that she enjoys shopping there when she visits Tokyo. She also mentioned the area’s winter illuminations.
ASA chose Harajuku, a neighborhood she has enjoyed visiting since she was young.
She said she would like to visit Harajuku with friends while wearing a cute outfit and take purikura photographs together.
Fukuda chose Daikanyama T-SITE, creating three very different Tokyo fashion destinations.
The exchange also reflected the fact that RUKA and ASA spend much of their time working in South Korea and do not always have many opportunities to enjoy Tokyo privately.
A Giant Cake Celebrates The Appointment
Following the conversation, RUKA, ASA and Fukuda participated in an “ishin-denshin” mind-reading game, attempting to give matching answers to questions.
Although the three did not always agree, they successfully matched on their favorite clothing color: black.
Fukuda jokingly celebrated the result as if she had officially become a member of BABYMONSTER.
The event concluded with Fukuda presenting RUKA and ASA with a large celebration cake marking their appointment as SNIDEL ambassadors.
The cake featured small figures resembling the two BABYMONSTER members.
RUKA Wants Food, ASA Wants Shopping
After completing their demanding Japan tour, the two were asked how they would reward themselves.
RUKA’s answer was simple: good food.
She said she wanted to enjoy plenty of yakiniku and fried food before finishing with sweet desserts.
ASA had a more fashion-focused plan.
She said she wanted to buy cute accessories in bulk and enjoy a shopping trip while telling herself, “Otsukaresama” after completing the tour.
Their answers offered a glimpse into the personalities behind the performers, while also fitting naturally with their new roles as fashion ambassadors.
A Possible Japanese Variety Show Appearance?
RUKA also revealed that she would like to appear on a Japanese variety show with the other BABYMONSTER members.
She said she has not yet appeared on Japanese variety television and would like to experience it in the future.
Fukuda immediately responded by mentioning “Talk Queens,” the Japanese variety program on which she is a regular cast member.
She jokingly promised to speak to the show’s producer and make an offer to BABYMONSTER.
ASA also expressed interest in future SNIDEL activities.
She said she would like to show different styles through SNIDEL’s clothing and hopes to participate in events where she can meet Japanese fans.
SNIDEL and BABYMONSTER’s Growing Fashion Connection
RUKA and ASA’s appointment brings together a major Japanese fashion label and one of the most internationally visible new-generation K-pop groups.
For SNIDEL, the partnership provides a connection to BABYMONSTER’s global fanbase and the group’s strong visual identity.
For RUKA and ASA, the collaboration creates another platform to explore fashion outside their music activities.
With their first SNIDEL visuals scheduled for release in October, the partnership is set to continue developing beyond the September 24 appointment event.
The collaboration also arrives at a significant moment for BABYMONSTER, immediately following the completion of its Japanese tour and the emotional Kyocera Dome Osaka finale.
For RUKA and ASA, the next chapter appears to combine music, fashion and a stronger connection with Japanese audiences.
Official Links
SNIDEL
SNIDEL Official Website
BABYMONSTER
BABYMONSTER Official Website
YG ENTERTAINMENT
YG ENTERTAINMENT Official Website
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