If KATSEYE were a box of chocolates, you wouldn’t know exactly what you were going to get — but you’d probably get a little bit of everything.
Daniela would be dark chocolate with almonds, Lara would be salted caramel, Sophia would be strawberry creme, Megan would be cookies and creme, and Yoonchae? Matcha white chocolate. The members of KATSEYE recently shared their chocolate alter egos while chatting with Billboard about their new partnership with Hershey’s, their “Pinky Up” gesture, the Wildworld Tour and the sweet memories that made the collaboration feel like a full-circle moment.
The members’ picks were based on personality, with Daniela’s dark chocolate and almond combination described as “sweet, bold and energetic, with a little crunch,” while Lara’s salted caramel is “sweet with a little edge.” Sophia’s strawberry creme is “sweet, warm and bright,” Megan’s cookies and creme is “playful, surprising,” and Yoonchae’s matcha white chocolate is “sweet, fresh and a little unexpected.”
This partnership with Hershey’s has also given KATSEYE a chance to revisit some childhood memories. The members say many of them grew up eating Hershey’s around Halloween, during the holidays or simply as an after-school treat.
“So it’s pretty surreal that something we loved growing up is now part of our work,” they say.
The collaboration has also found its way into the everyday moments the members share together, whether they’re backstage on tour or coming off rehearsal. “Sharing snacks is such a natural part of our time together,” the group says. “Bringing Hershey’s into those moments feels really personal and full circle.”
The partnership also gave one of KATSEYE’s most recognizable gestures a new life. The group’s “Pinky Up” dance, which has become synonymous with KATSEYE among EYEKONS, was reimagined for the Hershey’s Creme Bar campaign.
“It was such a surreal moment because ‘Pinky Up’ has become something our fans immediately associate with KATSEYE,” the members say. “Seeing that gesture live beyond our performances and become part of the Hershey’s Creme Bar campaign felt really special.”
“At its heart, ‘Pinky Up’ is all about confidence, self-expression and choosing joy in your own way, so it fit naturally within the campaign’s message,” they say.
And when it comes to the two new Hershey’s Creme Bar flavors, the members have already picked sides — mostly.
Daniela, Megan and Yoonchae favor Affogato, while Lara and Sophia are Team Salted Caramel. The group describes Salted Caramel as the more “classic and comforting” choice, while Affogato, with espresso caramel and vanilla creme, is better for a more adventuruous mood.
The Hershey’s collaboration also comes as KATSEYE continues its Wildworld Tour, which the group views as an important step in its evolution as a live act. “The tour feels like such a big step for us because we’re getting to show even more of who KATSEYE is as performers,” the group says.
The tour also gives fans an opportunity to see how much the members have grown since they hatched from Dream Academy.
“We’ve grown so much since our debut, and we’re excited for fans to experience that growth with us onstage,” they add.
That growth hasn’t always been linear, as the girls have experienced some unexpected changes these past several months, including the hiatus of fellow members Sophia Laforteza and Manon Bannerman. The group emphasizes how important it is to communicate, check in with one another and give each other grace during difficult times.
“We’ve learned that supporting each other isn’t always about having the right answer — sometimes it’s just being there and reminding each other that we’re not alone,” they say. “We’re still growing as individuals and as a group, and we’re learning to embrace that along the way.”
This philosophy related to individuality has admittedly extended to KATSEYE’s relationships with their fans: the EYEKONS. The group mentions that the campaign’s message of finding happiness in everyday moments reflects what they hope to encourage through their music and community.
“We want people to feel like they can be completely themselves — whether that’s being loud and confident, a little weird, trying something new, or just doing what makes them happy,” KATSEYE says.
“We’re all different, and that’s what makes [our community] so special,” they say. “And it’s something we try to celebrate through our music and this partnership.”
Watch the full Hershey’s Creme Bar x KATSEYE campaign below.
