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| Photo credit: G-SHOCK |
The girls of XG have been revealed as the newest global ambassadors for Casio’s shock-resistant watch brand G-Shock. The seven-member girl group consists of JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA—XG has been gaining international momentum since their March 2022 debut with Tippy Toes.
XG, short for Xtraordinary Girls, shows just why they live up to that name in the promotional campaign. Teaming up with G-Shock sees XG in a chic futuristic film titled “No Destination”. The video goes on to capture the very essence of the group's confidence, featuring empowering words such as “I won’t let anyone steal my precious time” and “I will shape my tomorrow.” It captures their fearless drive into the unknown, an energy that perfectly mirrors XG’s boundary-pushing ethos and G-SHOCK’s core values of toughness and resilience. The campaign's futuristic visual direction is helmed by YAR, a Tokyo-based creative studio led by renowned artist YOSHIROTTEN. The group's song Is This Love is also used as the theme song for the global campaign.
In a statement, XG shared: “Whenever we see a G-SHOCK, it reminds us of the versions of ourselves who 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〜!”
The girls have quickly ascended to making waves in the music scene, going on to make history as the first Japanese act to top Billboard’s Hot Trending Songs. Powered by Twitter charts and the first Japanese girl group to grace the cover of Billboard magazine. 2025 saw XG become the first Japanese act to headline Coachella’s Sahara Stage, delivering a performance that earned rave reviews worldwide. Their debut global tour, “XG 1st WORLD TOUR ‘The first HOWL’”, included 47 shows across 35 cities in 18 countries, culminating in a sold-out show at Tokyo Dome with 50,000 fans in attendance.
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| Photo credit: G-SHOCK |
With a genre-defying sound they call “X-POP”—a fusion of hip-hop, R&B, and pop beyond the bounds of K-pop or J-pop—XG embodies fearless creativity and individuality. This new collaboration with G-SHOCK celebrates a shared commitment to innovation, resilience, and breaking limits
