aespa vs NJZ (NewJeans) — Brand Discloses Which Collaboration Was More Successful

20 hours ago 10

PUBG‘s parent company has shared a recent financial update that disclosed which K-Pop collaboration performed better — aespa or NJZ.

In an official statement, PUBG’s Chief Financial Officer addressed the ongoing collaboration with aespa and compared it to last year’s campaign featuring NJZ.

Both collaborations featured exclusive in-game cosmetics, emotes, and themed zones within the PUBG universe. However, aespa’s event included a new original track, “Dark Arts,” and a live performance at the PUBG Nations Cup, giving the campaign wider visibility and added appeal among fans and gamers.

On the other hand, the NJZ collaboration received attention for its pastel visuals and themed environments. Unfortunately, it also faced backlash over gacha mechanics and limited outfit customization.

According to the PUBG CFO, aespa’s partnership with the brand has so far proven more successful, overwhelmingly so.

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 aespa collaboration, which launched in early July 2025, has generated around 70% more revenue than the NewJeans event from 2024. While exact figures weren’t disclosed, the percentage marks a notable difference in financial performance between the two high-profile partnerships.

Commenting further on the financial outlook, the CFO stated, “This year’s collaboration with Aespa is still ongoing,” and clarified that, “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.”