Kia Motors Corporation last week announced a new partnership with all-female K-Pop supergroup BLACKPINK, serving as the title sponsor for the group’s 2019 World Tour.

BLACKPINK is a multinational four-member act that made its debut in 2016 under K-Pop powerhouse YG Entertainment, and has the world’s most subscribed girl group channel on YouTube today.

In partnership with BLACKPINK, Kia is seeking to establish a closer connection to the younger generation through a new K-Pop-inspired outreach campaign. As the title sponsor of the group’s first-ever World Tour, Kia will hold a series of experiential events throughout the duration of the tour, giving local fans the opportunity to meet their favorite K-Pop stars face-to-face. The World Tour runs from January 2019 on a global scale including 7 cities in Asia such as Bangkok, Hong Kong and Singapore. And yes, they’re coming to Malaysia as well in February.

Kia plans to engage customers through SNS channels campaigns and offer exclusive chances to participate in send-off events during which they can meet members of BLACKPINK in-person and receive gifts like signed CDs.