Rosé

It also topped Spotify's daily Top Song Global Chart for 25 consecutive days from March 20th to April 13th.

BTS is the second Asian act to win Song of the Year after Blackpink's Rose won last year for APT with Bruno Mars.

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The move is part of Levi's ongoing efforts to drive growth among female shoppers, a demographic it sees great promise in.

And at the heart of the campaign is the company's global brand ambassador, Rosé, whose authenticity, creativity and self-expression, Levi said, embody the spirit of a modern female original.

Now, Rose made a special appearance at the pop-up in Tokyo prior to its opening.

And Tokyo is the first stop of a series of pop-up events under the new campaign, which is traveling to cities across Asia.

And without further ado, here's an overview of what happened at the pop-ups I visited last week.

I'm at Levi's for every original pop-up in Shibuya, Tokyo and this is a place that's said to be at the forefront of pop culture and fashion.

Now the pop-up showcases the evolution of female denim across Levi's over 150 years of history including photos and fashion combinations from its latest marketing campaign with Blackpink's Rosé.

From the first pair of Lady Levi's introduced in 1934 to the modern-day Women's 501 created in 1981, the pop-up showcases how designs have changed to meet evolving consumer needs over the decades.

It's like if the core message resonates, people will connect with it regardless of the brand.

And Rosé's fans are pretty passionate.

They'll likely appreciate the authenticity, right?

For sure.

Yes, and maybe that even in heartbreak, there's space for hope and joy.

Brilliant.

I think Rosé's new track will definitely inspire many.

Agreed.

... b- uh, because they are, they have competed historically in, like, Record of the Year, Song of the Year, Album of the Year categories, and that is the main goal.

Take a look at the language of the Best Asian Pop Music Performance language, right? It says, "This category recognizes an artist in Asian pop music performances originating from or widely recognized within Asian markets with, with meaningful use of one of the Asian languages." And for me, that is what kind of made it something that I wasn't against because the people who I thought of when I thought of this category coming up, I thought of Jennie and Rosé.

Mm.

'Cause Jennie and Rosé, and also Lisa as well, Jennie, Rosé, and Lisa have put out, like, albums that are almost entirely in English.

I don't think there's a word of Korean on Lisa's album.

There's, um, Jennie only has, like, one song that has Korean in it on her album, and Rosé's album is entirely in English, right?

Mm.

So it's almost...

New Zealander.

You're thinking of Rosé.

What was

that? Because it was mildly racist.

How do you pronounce her name? Because I've heard it say Rosie, and we're actually going to watch a video clip during the performances where they say Rosie, but she has the little thing on top.

I called her Rose, but then someone called her Rose.

What was your consensus on that?

I mean, I kind of agree.

It has a little thing over the E, so I assume that it's pronounced as Rose.

But I'm going to spoil.

I do know that her real name is not Rose.

It's Roseanne.

We'll talk a little bit about Jay Park and also another OG, Big Bang.

We'll talk a little meow, a little bit of Rosé.

Also, Hayley is excited to somehow squeeze in Sungho from Boy Next Door here.

Yes.

Tell that to, like, Lily.

I feel like Lily's been blonde forever now, too.

And Rosé.

Rosé is just...