Philstar.com
November 5, 2025 | 9:57am
MANILA, Philippines — IAM Worldwide has officially launched its latest product, the IAM Amazing Organic Barley Gummies, featuring the rising K-pop sensation NTX.
The campaign marks a new era for the health and wellness brand as it fuses the energy of K-pop with the power of organic superfoods, creating a refreshing bridge between Filipino innovation and Korean pop culture.
At the heart of the launch is a branded music video that doubles as both a visual anthem and a cinematic tribute to the Philippines. Shot in some of the country’s most iconic locations — Palacio de Memoria, the MOA Sky Pitch, and the National Museum of Natural History — the campaign is a breathtaking showcase of culture, youth and vitality.
Impressively, NTX becomes the first-ever K-pop group to film in these celebrated Philippine landmarks, highlighting IAM Worldwide’s pioneering spirit and commitment to global collaboration.
The campaign’s soundtrack features the group’s hit single “Over and Over,” whose lyrics, “You make me wanna do it over and over again,” perfectly capture the addictive appeal of the IAM Amazing Organic Barley Gummies. The upbeat rhythm, youthful visuals, and choreography fuse seamlessly with the product’s message that wellness can be fun, flavorful, and full of energy.
IAM Worldwide’s founders describe the campaign as “a milestone” not just for their brand, “but for Philippine marketing as a whole. By merging the power of music, lifestyle, and health, IAM Worldwide is redefining how Filipino brands can engage international audiences. The product represent the company’s continued innovation, transforming the brand’s best-selling organic barley powder into a convenient, great-tasting gummy form for the modern generation.”
The decision to cast NTX, a rising K-pop boy group known for their strong performances and youthful charisma, underscores IAM Worldwide’s vision to connect with Gen Z consumers. NTX’s youthful fanbase and fresh image align perfectly with the brand’s mission of inspiring a new wave of health-conscious yet trend-savvy individuals.
Shooting in the Philippines provided a cinematic and emotional layer to the campaign. At the Palacio de Memoria, NTX is seen performing amid the grandeur of old Manila, symbolizing timeless beauty and heritage. At the MOA Sky Pitch, their modern choreography mirrors the dynamism of today’s youth. And lastly, the iconic Tree of Life — a six story architectural feature located at the National Museum of Natural History, the group captures the spirit of discovery, echoing IAM’s philosophy of natural wellness rooted in science and nature.
“The collaboration between IAM Worldwide and NTX is not just a marketing breakthrough; it is a cultural moment. It represents the growing influence of Filipino brands in the global wellness industry and the expanding reach of K-pop as a force for cross-cultural storytelling,” IAM Worldwide officials said in a press statement.
As IAM Worldwide continues to champion the health benefits of organic barley through modern, creative formats, this campaign stands as proof that wellness, artistry, and global connection can indeed go hand in hand — over and over again.
Check out the #IAMNTX campaign via Instagram and on Facebook.
The all-new IAM Amazing Organic Barley Gummies made from Australia is available exclusively via IAM Worldwide Corporation.
