Who said wellness couldn’t come with a side of K-pop energy? 

Rising boy group NTX is at the heart of a new campaign that blends health, music and global fandom culture — proving that staying healthy can look and feel just as dynamic as a comeback stage.

The group partnered with a local wellness company to launch a new line of organic barley gummies, and the collaboration instantly stood out for its cinematic approach. NTX filmed the campaign’s music video in three iconic Filipino spots: Palacio de Memoria, the MOA Sky Pitch, and the National Museum of Natural History — making them the first K-pop group to ever film inside these national landmarks.

For Filipino fans, it’s more than a commercial moment; it’s a cultural milestone. Seeing an international act celebrate Philippine architecture and artistry adds emotional weight to the project, and NTX’s youthful charisma fits seamlessly into each location.

At Palacio de Memoria, the group embodies old-world elegance. On the MOA Sky Pitch, they channel the vibrant energy of modern youth. Within the National Museum under the Tree of Life, they echo themes of curiosity, connection, and renewal.

The campaign is anchored on NTX’s song “Over and Over,” chosen for its message of returning to something that makes you feel good — a sentiment that mirrors the wellness philosophy behind the product. The track’s upbeat yet comforting feel sets the emotional tone of the entire video.

According to campaign leads, collaborating with NTX was an intentional move: the group’s high-energy performances, authenticity, and growing international fanbase align with today’s youthful approach to wellbeing. Gen Z’s take on health — fun, aesthetic, effortless — is embodied in NTX’s look and sound, making them the ideal ambassadors for a new generation of lifestyle products.

While the gummies themselves offer organic ingredients and easy everyday nourishment, it’s NTX that brings the story to life. Their presence transforms a simple product launch into a global, cross-cultural moment — one that showcases the Philippines, gives fans a new side of the group to admire, and highlights how K-pop continues to expand its imprint across industries.