XG Named Global Ambassador for G-SHOCK

Rosa Gulliver
2 days ago
2 min read

Rosa Gulliver of TINYGMUSIC | July 1, 2025

Breakout hip-hop/R&B girl group XG has been named the newest global ambassador Casio’s shock-resistant watch brand G-SHOCK.

To kick off the partnership, G-SHOCK has launched a special campaign and website featuring high-impact visuals and a cinematic promotional video. Titled “No Destination,” the short film captures the spirit of fearlessly charging into the future, aligning XG’s boundary-breaking energy with G-SHOCK’s core philosophy of toughness and resilience. The art direction comes from YAR, a Tokyo-based creative studio led by celebrated visual artist YOSHIROTTEN, bringing a bold and futuristic aesthetic to the collaboration.

XG shared in a statement: “Whenever we see a G-SHOCK, it reminds us of the versions of ourselves who chased our dreams and didn’t give up—even when things got tough. It gives us the courage to keep going. XG-SHOCK, Let’s Go〜!”

XG is composed of seven members (JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA and COCONA) and has been gaining momentum globally since their debut in March 2022 with “Tippy Toes.” The group made history as the first Japanese act to hit No. 1 on Billboard’s Hot Trending Songs Powered by Twitter chart and the first Japanese girl group to appear on the cover of Billboard magazine.

In 2025, XG became the first Japanese act to headline Coachella’s Sahara Stage, earning widespread acclaim for their electrifying performance. Their debut world tour, “XG 1st WORLD TOUR ‘The first HOWL’,” spanned 47 shows in 35 cities across 18 countries, and wrapped with a sold-out show at Tokyo Dome, drawing 50,000 fans.

Known for their genre-defying sound, which they define as “X-POP,” blending hip-hop, R&B and pop outside the bounds of K-pop or J-pop, XG’s fearless creative identity mirrors G-SHOCK’s legacy of innovation and individuality. The partnership celebrates this shared spirit and marks the beginning of an exciting new chapter for both.

More visuals and exclusive content from the collaboration will be rolled out in the coming weeks.

View the campaign HERE.

About XG

XG is a 7-member hip-hop/R&B-inspired girl group formed by XGALX consisting of JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA. The group name "XG" represents "Xtraordinary Girls," empowering people from various backgrounds worldwide through their boundary-breaking style of music and performance. Since their March 2022 debut with the single "Tippy Toes," they have achieved numerous global milestones, including becoming the first Japanese artists to reach No. 1 on Billboard's "Hot Trending Songs Powered by Twitter" weekly chart and the first Japanese girl group to grace the cover of Billboard magazine. Their 2nd Mini Album AWE, released in November 2024, marked their first entry on the Billboard 200 albums chart. In 2024-2025, they embarked on their first world tour, "XG 1st WORLD TOUR 'The First HOWL,'" performing 47 shows across 35 cities in 18 countries and regions, culminating with the Tokyo Dome performance on May 14, 2025. In April 2025, they were the only Japanese artists to perform at Coachella, where they closed the Sahara stage and received acclaim from numerous domestic and international media outlets.