K-pop sensation Yeonjun of South Korean boy band Tomorrow X Together (TXT) has been named Somersby Asia’s new “No-Nonsense” ambassador.

Somersby, a cider brand, is launching a new campaign across Asia with Yeonjun as its face, aimed at Gen Z audiences. The “No-Nonsense” campaign encourages consumers to embrace genuine, straightforward enjoyment over pretense. 

Yeonjun, known for his cheeky humor, his ‘I’ll-do-it-my-way’ attitude and his love of apples make him a fitting choice for the campaign.

Somersby’s philosophy is centered on simplifying the complexities of “adulting,” – a bunch of nonsense, overflowing with pressures and complications. It may be challenging to maintain a sense of calm and order amidst the constant flux and unpredictability of daily life, but Somersby’s here to prove that it gets a little better with a side of chilled, fruity refreshment that hits different every time.

That’s what the ‘No-Nonsense’ platform is all about, just easy-going moments, crisp apple refreshment, and a splash of carefree fun. Whether it’s winding down after work, catching up on the weekend or simply escaping the everyday – Somersby’s here to remind you life doesn’t always have to be so serious.

“As one of the world’s most popular fruit-flavoured alcoholic beverages, Somersby continues to grow its relevance in Malaysia by tapping into authentic cultural voices and moments that matter,” said Carlsberg Malaysia marketing director Olga Pulyaeva.

“Yeonjun isn’t just a familiar face, he represents the generation that values authenticity, individuality, and playfulness. This isn’t your typical celebrity endorsement. We’re building something long-lasting, creating genuine connections with fans who crave fresh, meaningful experiences that go beyond just great taste,” she added.

The campaign film featuring Yeonjun is available for viewing here.

Additionally, Somersby hosted events at Pavilion Kuala Lumpur from July 1 to 6, 2025, where attendees enjoyed complimentary can of Somersby 0.0.

The campaign also includes four exclusive Yeonjun’s postcards up for grabs from July 1 till 31, 2025. Fans can take home these iconic postcards by purchasing any 8 bottles or cans of any Somersby products in a single receipt.

For more information, visit www.somersby.com/my/ or its official social  media channels @SomersbyMY on Facebook www.facebook.com/SomersbyMy and Instagram www.instagram.com/somersbymy.

Carlsberg’s 1664 and all its activities and promotions in Malaysia are strictly for non-Muslim aged 21 and above. The company advocates responsible consumption and urges everyone to always #CELEBRATERESPONSIBLY, if you drink, don’t drive.