Ricola appoints K-Pop superstar IU as new brand ambassador across Asia

Ricola has announced that South Korean singer, songwriter, and actress Lee Ji-eun – universally known as IU – has been named the newest face of its signature herbal drops. With more than 30 million social media followers and a record-breaking number of No. 1 hit songs in her home country, IU stands among Asia’s most influential and beloved artists.

The partnership marks a natural alignment between the global herbal-drop brand and the powerhouse vocalist. Known for her demanding performance schedule, IU is frequently traveling, rehearsing, and performing – making throat comfort an essential part of her daily routine. She has long expressed interest in collaborating with Ricola, and the brand is now bringing that enthusiasm to life.

This announcement builds on Ricola Asia’s already strong influencer strategy, which consistently reaches millions across the region. The brand continues to connect with younger consumers by highlighting Ricola’s signature qualities: Swiss heritage, natural ingredients, and an unmistakable flavor profile.

“As one of Asia’s most admired artists – and someone who is constantly on the move – IU embodies the needs of today’s traveling consumer,” says Andreas Reckart, Ricola’s Head of Travel Retail. “We look forward to leveraging her influence across the travel retail landscape to place Ricola in front of an even wider global audience.”

Ricola looks forward to a dynamic and successful collaboration with IU as the brand continues to expand its footprint across Asia.