HIPHOP/R&B-inspired girl group XG has been appointed the new global ambassador for G-SHOCK, Casio’s iconic line of shock-resistant watches.
Comprised of seven members – JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA and COCONA – XG has carved a distinct path on the global stage since debuting in March 2022 with their first single “Tippy Toes”. The group quickly garnered international acclaim, becoming the first Japanese artist to top Billboard’s Hot Trending Songs Powered by Twitter, and the first Japanese girl group to appear on the cover of Billboard magazine.
In 2025, XG made headlines with a landmark performance at the Coachella Valley Music and Arts Festival, becoming the first Japanese act to headline the Sahara Stage. The set received widespread praise from media outlets in Japan and around the world. Their first world tour, XG 1st WORLD TOUR “The first HOWL”, spanned 47 shows across 35 cities in 18 countries and regions, concluding with a sold-out finale at Tokyo Dome on 14th May that drew 50,000 fans.
XG’s innovative approach, establishing their own genre X-POP, instead of being categorised within traditional J-POP or K-POP categories, mirrors G-SHOCK’s pioneering spirit. Built on principles of toughness, shock resistance and distinct design, the brand found synergy with XG’s fearless and boundary-defying artistry, leading to their selection as global ambassador.
To commemorate the partnership, a special site has been launched featuring exclusive visuals and a promotional video. Centered on the slogan “No Destination”, the video presents a bold narrative of moving forward fearlessly into the unknown, symbolising a new journey for both XG and G-SHOCK. Creative direction was led by YAR, the team helmed by renowned Japanese artist YOSHIROTTEN, bringing a fresh and energetic vision to life.
Upon being named global ambassadors, XG shared: “Whenever we see a G-SHOCK, it reminds us of the version of ourselves that 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〜!”
More visuals and exclusive content will be released in the coming weeks, as G-SHOCK and XG embark on this exciting new chapter together.
