In a bold new partnership, Casio has named XG—the dynamic seven-member girl group inspired by Hip hop and R&B—as the global ambassador for its iconic shock-resistant watch brand, G-SHOCK. Known for their electrifying performances and trailblazing approach to music and fashion, XG is the perfect fit for G-SHOCK’s brand identity, which is built on resilience, individuality, and a fearless attitude.
Meet XG: The Global Powerhouse Redefining Pop
Formed by XGALX and officially debuting in March 2022, XG comprises JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA. From the moment they released their first single “Tippy Toes,” the group made it clear they weren’t just entering the music scene—they were reshaping it.
XG is not only redefining what it means to be a global girl group, but they’re also pioneering a genre of their own: X-POP. By steering clear of conventional J-POP and K-POP labels, XG’s music and aesthetic celebrate a borderless sound and style—a vision that perfectly aligns with G-SHOCK’s rebellious, no-limits spirit.
Record-Breaking Achievements on the Global Stage
XG quickly rose to international prominence, marking several historic firsts for a Japanese act. They became the first Japanese artist to top Billboard’s “Hot Trending Songs Powered by Twitter,” and also made history as the first Japanese girl group to grace the cover of Billboard magazine.
Their impact deepened further in 2025, when they performed at the Coachella Valley Music and Arts Festival, becoming the first Japanese act to headline the Sahara Stage—a defining moment that captivated fans and critics alike. Media outlets from both Japan and around the world praised their high-energy set, noting their seamless blend of fierce choreography, vocal mastery, and stage charisma.
XG’s First World Tour: A Roaring Global Success
XG’s meteoric rise culminated in the launch of their debut global concert series, XG 1st WORLD TOUR “The first HOWL.” The tour spanned 47 shows in 35 cities across 18 countries and regions, demonstrating their immense global appeal. From Los Angeles to London, Bangkok to Berlin, XG thrilled fans worldwide with their electrifying performances, immersive visuals, and authentic fan interactions.
The tour concluded with a sold-out show at the legendary Tokyo Dome on May 14, 2025, with 50,000 fans in attendance. The moment wasn’t just a homecoming—it was a celebration of a global movement that XG had sparked.
A Natural Synergy: XG x G-SHOCK
With their boundary-breaking ethos and relentless drive, XG was a natural choice for G-SHOCK’s new global campaign. The partnership is more than just a brand collaboration—it’s a meeting of kindred spirits. Both XG and G-SHOCK are built on values of durability, self-expression, innovation, and defiance of limits.
For G-SHOCK, which has long stood as a symbol of toughness and cutting-edge design, teaming up with a group like XG reinforces its commitment to championing next-generation trailblazers who aren’t afraid to chart their own course.
Launch of the “No Destination” Campaign
To kick off this exciting collaboration, Casio has launched a dedicated campaign website, featuring exclusive visuals and a cinematic promotional video starring XG. The campaign carries the powerful slogan: “No Destination.”
The central theme? Fearless exploration of the unknown. The video showcases XG venturing boldly into the future—unbound by convention, expectations, or fear. It’s a message of empowerment that resonates with young audiences worldwide, encouraging them to stay true to themselves and keep pushing forward, no matter the obstacles.
Visual Storytelling by Japan’s Creative Vanguard
The campaign’s artistic direction was overseen by YAR, a cutting-edge creative collective led by YOSHIROTTEN, one of Japan’s most influential visual artists. Known for their surreal yet vibrant design language, YAR infused the campaign with bold colors, futuristic backdrops, and raw, emotional energy that matches XG’s artistic identity.
The visuals fuse G-SHOCK’s industrial edge with XG’s cosmic-glam aesthetic, creating a new universe where fashion, technology, and music collide.
A Message from XG
On being appointed global ambassadors, XG shared a heartfelt statement that captures the essence of their journey:
“Whenever we see a G-SHOCK, it reminds us of the version of ourselves that 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〜!”
Their words underscore the emotional connection between the brand and their own story—a tale of perseverance, grit, and audacious dreams.
What’s Next: More Visuals, More Stories, More Energy
The launch campaign is just the beginning. Fans can expect a stream of new visuals, interactive content, and behind-the-scenes footage in the coming months. Each release will further explore the themes of fearlessness, movement, and limitless creativity, deepening the narrative that XG and G-SHOCK are building together.
From limited-edition timepieces to immersive fan experiences, this partnership is set to deliver far more than just visuals—it’s about community, aspiration, and cultural evolution.
Redefining Brand Ambassadorship
In an era where brand collaborations often feel transactional, the alliance between XG and G-SHOCK sets a new standard. It’s rooted in shared values, creative risk-taking, and a desire to uplift a generation of dreamers and doers.
XG is not just wearing the watch—they’re embodying its ethos.
Final Thoughts: A Future Without Limits
As XG continues their unstoppable journey and G-SHOCK marches toward its next chapter of design innovation, this partnership symbolizes a bold step into the future—one where music, fashion, identity, and technology intersect to inspire and empower.
“No Destination” isn’t just a slogan—it’s a philosophy. And with XG leading the way, G-SHOCK is poised to remain at the cultural vanguard, ticking forward with the beat of a new generation.
