King Power has unveiled a new single called My Duty performed by Jaylerr and 4Eve as part of its 33rd anniversary "Delights & Surprises 2022" campaign.
Apichet Srivaddhanaprabha, assistant chief operating officer of King Power Group, said the "Have an anniversurpr!se trip" promotion runs throughout October.
The music video My Duty, now streaming on the Kingpowerofficial YouTube page, is an initiative curated by King Power Group to use music content to present its corporate image to Gen Y and Gen Z consumers, he said.
Mr Apichet said Gen Y and Gen Z have their lifestyle centred around music such as going to concerts and catching up on new music trends. Jaylerr and 4Eve are artists with many fans among these two generations.
The lyrics of My Duty not only reflect King Power's brand image well, it also mirrors the image of the listeners in its vocal style and modern choreography.
The single is the result of King Power's collaboration with QOW Entertainment and XOXO Entertainment and features young Thai artists Jaylerr and the seven members of the girl group 4Eve.
A special event took place on Oct 18 with the young artists performing at King Power Rangnam.
The programme was livestreamed on King Power's Facebook page, where people can catch the upcoming weekend party and shopping deals during Oct 22-30.
Shoppers at King Power.
