It’s Stray Kids comeback season!

That means if you’re a regular user of music platforms like Spotify, YouTube, and Apple Music, you’ll most likely stumbled upon their faces as thumbnails, special shout out on social media, dedicated playlists, and collab contents.

Even if you consider yourself as a movie buff, especially Marvel Entertainment fans, I guarantee that you will see them on news along with Deadpool and Wolverine. How so, you might ask? Because the two besties have a special appearance in Stray Kids newest M/V (music video) “Chk Chk Boom”!

The timing couldn’t be more perfect to do a cross promotion between their agency, JYP Entertainment, and Marvel. Stray Kids comeback and new Deadpool And Wolverine movie? *chef’s kiss* For the franchise, Stray Kids produces one song for the soundtrack, called “Slash”.

Ryan Reynolds, Hugh Jackman, and Stray Kids friendship goes back to few years ago. What started as a fun banter online during pandemic, ended as an epic multiverse collaboration between two major IPs.

Stray Kids has always outperformed themselves in each comeback (okay, I might be a bit biased here), but this one surely hits differently. They reached a new level of high quality promotion and strategic partnership to which I believe it becomes their biggest comeback ever!

After all they have achieved in the past year alone (headlined British Summer Time at Hyde Park, Lollapalooza Paris & Chicago, high end fashion brands deal, got invited to Met Gala, and another World Tour scheduled to name a few), I guess it’s only natural if now they attract bigger partnerships, deals, and collaborations.

There’ll be lots of contents as well from Spotify, Youtube, and Marvel. They are now partnering with YouTube Shorts for the “Chk Chk Boom” dance challenge. Fans are well-fed and spoiled with video contents from them and brands like Spotify, Youtube, and even Marvel.

So what do you think, who gets more benefit from this epic collaboration? Is it Stray Kids or Marvel? My money is on Marvel and here’s why:

Stray Kids and Marvel (Deadpool specifically) have their own big fan bases. Those loyal fans will not miss a single release from them, and they are royal! One fan can and will absolutely watch movie, buy albums, or go to the concert MULTIPLE times. That’s why I believe Marvel reaps more benefit from this collaboration. You can become a Stray Kids fan AND still watch Marvel movies, but it is unlikely for a Marvel fan to enjoy K-Pop and stan a group like Stray Kids.

As a Stay (Stray Kids fandom name) myself, I’m just happy to consume all contents provided while agitatedly waiting for the Jakarta gig ticket sales!

Lastly for the local brands, if you haven’t already, yesterday was the perfect time to seal a brand deal with these chaotic kids. We all need a new high after their Shopee 12.12 rendition of God’s Menu back in 2020, don’t we? Shopee dua belas dua belas, Shopee-pi-pi-pi-pi…

Fun, but surreal indeed!