Casio Appoints XG as Global Ambassador for G-SHOCK Brand

Tokyo, Japan – July 1, 2025 – Casio Computer Co., Ltd. has officially appointed the globally recognized seven-member hip hop and R&B girl group XG as the new global ambassador for its renowned G-SHOCK brand of shock-resistant watches. This strategic partnership reflects both entities' commitment to empowering individuals and embracing originality in a rapidly evolving cultural landscape.

The announcement was made by Casio's spokesperson, Yoshio Matsumoto, who highlighted the alignment between G-SHOCK’s values and XG’s mission. "The essence of G-SHOCK lies in its toughness and resilience, qualities that resonate with XG’s message of empowerment and determination," Matsumoto stated during the press conference in Tokyo.

XG, comprised of members JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA, is gaining international acclaim for its innovative music style termed "X-Pop." This genre blends hip hop, R&B, and various global influences, distinguishing XG from traditional J-Pop and K-Pop groups. According to Dr. Emily Chen, a cultural studies expert at the University of Tokyo, "XG embodies a new generation of artists who are breaking barriers and redefining cultural norms in music. Their energetic performances and unique sound are appealing to a diverse audience worldwide."

The partnership is being celebrated with the launch of a special website featuring key visuals and a promotional video. The video, centered around the slogan "No Destination," showcases XG stepping boldly into new realms with their G-SHOCK watches, symbolizing the strength to pursue dreams without fear. The artistic direction is led by YOSHIROTTEN, a rising talent in Japan’s creative scene, ensuring a visually striking representation of the collaboration.

XG expressed their enthusiasm for the partnership, stating, "G-SHOCK watches remind us of our journey and the perseverance required to achieve our dreams. They symbolize courage and the relentless pursuit of challenges. Together with G-SHOCK, we are ready to inspire others."

As part of this collaboration, Casio plans to release additional content and visuals that highlight the synergy between XG and the G-SHOCK brand. This initiative aims to engage a younger demographic, capitalizing on XG's substantial global following, particularly among Gen Z and Millennials.

The G-SHOCK brand, known for its innovative designs and cutting-edge technology in watchmaking, has continuously evolved since its inception in 1983. According to the 2021 market analysis by Grand View Research, the global wristwatch market is projected to grow significantly, and partnerships with influential cultural figures like XG are seen as pivotal in reaching new consumer segments.

This collaboration between Casio and XG not only underscores the brand's strategy to remain relevant in an increasingly competitive market but also highlights the importance of aligning with cultural movements that resonate deeply with consumers. As XG continues to rise as a new force in the music industry, the partnership with G-SHOCK is poised to create a lasting impact on both brands and their audiences.

In conclusion, the appointment of XG as the global ambassador for G-SHOCK is emblematic of a broader trend in marketing, where brands seek authentic connections with cultural icons to resonate with contemporary audiences. By embracing the spirit of innovation and empowerment, this partnership may serve as a blueprint for future collaborations in the industry.