Casio announces hip-hop group XG as global ambassador for G-SHOCK

Casio Computer Co., Ltd. has announced the appointment of hip hop and R&B group XG as the new global ambassador for its G-SHOCK brand of shock-resistant watches.

The seven-member group, JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA, is known for its genre-crossing music and international reach, particularly among younger audiences. XG, which describes its style as “X-Pop,” positions itself as distinct from mainstream J-Pop and K-Pop genres, marking a shift in Japan’s contemporary music exports.

Casio said the collaboration aligns with G-SHOCK’s brand identity, citing parallels between the watchmaker’s emphasis on durability and XG’s positioning around originality and resilience.

To mark the announcement, the company has launched a campaign under the slogan “No Destination,” including a promotional video and visuals featuring the group. The creative direction for the campaign is led by Japanese visual artist YOSHIROTTEN and his team, YAR.

The campaign website will be updated with additional content as part of an ongoing brand initiative.