Snickers is giving its iconic pack a fresh new expression through its latest collaboration with Mingyu of K-pop icon SEVENTEEN, unveiling six limited-edition designs across nine markets: the Philippines, Taiwan, Hong Kong, South Korea, Malaysia, Thailand, Singapore, Indonesia, and Vietnam.
Photo: Kim Mingyu/Instagram
The Snickers and Mingyu Special Edition Pack marks the brand’s first celebrity collaboration packaging initiative in Asia. It takes the partnership beyond traditional endorsement by bringing Mingyu’s personality, passions, and personal connection with Snickers directly onto one of the brand’s most recognizable assets: the pack itself.
Featuring six unique designs, the collection captures different sides of Mingyu through distinctive messages and creative elements inspired by the artist himself. Each pack gives consumers something new to discover, while together, the six designs create a collectible experience that brings a playful new energy to Snickers.
Whether discovering a favorite design or hunting down the complete collection, the collaboration gives both Snickers consumers and Mingyu fans a new way to engage with the brand.
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The launch marks the latest chapter in Mingyu’s ongoing partnership with Snickers in Asia. Since coming together, the collaboration has brought his distinctive character and energy into the Snickers world, helping the brand connect with a new generation of consumers through culturally relevant experiences.
This latest activation extends that partnership directly onto the pack, bringing a fresh expression to Snickers’ iconic “You’re Not You When You’re Hungry” platform by celebrating the different sides of his personality that can show up in everyday moments.
“Our partnership with Mingyu has always been about creating something that feels authentic to both Mingyu and Snickers,” said Catherine Yap, marketing director of Chocolate, Mars Snacking Asia.
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“With this special edition, we wanted to go beyond simply featuring Mingyu on our packaging. We invited his personality and creativity into the Snickers brand world, turning the pack into something consumers can discover, collect, and enjoy. Launching the collection across nine markets also gives us an exciting opportunity to bring this experience to consumers and fans across Asia in a locally relevant way,” Yap added.
Six packs, six sides of Mingyu
At the heart of the collaboration are six SNICKERS and MINGYU Special Edition Pack designs, each inspired by different aspects of MINGYU’s personality, passions, and experiences.
Visually, the collection replaces the classic “SNICKERS” text with custom handwritten typography and stylized graphic emblems representing MINGYU’s signature creative outlets, including photography, fitness, fashion, and music.
Dressed in the iconic Snickers blue, brown, and red palette, each wrapper features high-resolution portrait cutouts of MINGYU in varied casual looks—ranging from behind-the-camera candid shots to relaxed streetwear poses—accompanied by playful, mood-based slogans that tie his personal interests directly back to the brand’s cheeky identity.
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Rather than creating one single celebrity pack, the collection encourages consumers to explore the different designs, find the one they connect with most, or collect the entire set. The result transforms an everyday SNICKERS purchase into a moment of discovery while keeping the unmistakable SNICKERS identity at the heart of every design.
The experience also continues beyond the physical pack. Each special edition pack features an on-pack QR code that consumers can scan to access exclusive digital content and redeem MINGYU digital wallpapers, extending the collaboration from the shelf to consumers’ screens.
“I’ve always enjoyed SNICKERS, so it was exciting to bring more of myself into something that fans and consumers can actually pick up and experience,” said MINGYU.
“Each of the six packs shows something a little different, which makes the collection fun to discover. I hope everyone enjoys finding their favorite design, collecting the different packs, and exploring the special content we created.”
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