K-pop’s dynamic energy finds a new stage in the Philippines as NTX, short for Neo Tracks No.X, fronts a major collaboration with homegrown wellness company IAM Worldwide.
The project is built around a branded music video filmed across some of the country’s most photogenic sites.
It pairs Korean pop culture with Filipino creativity in what the brand describes as more of a “cultural moment” than a mere “marketing breakthrough.”
Read: K-Pop group NTX enjoys filming music video in the Philippines
Filming Filipino landmarks for the first time
The campaign was shot at Palacio de Memoria, MOA Sky Pitch, National Museum of Natural History, where NTX reportedly became the first K-pop group to film in these national landmarks.
Each chosen backdrop offers a visual motif: the grandeur of old Manila, the modern pulse of Pasay City, and the scientific wonder symbolized by the museum’s six-story Tree of Life structure.
Together, the sequence presents what IAM calls a cinematic love letter to the Philippines, which is a blend of heritage, energy, and youth.
The campaign’s pulse beats through the music video for NTX’s “Over and Over,” where the line “You make me wanna do it over and over again” echoes its spirit of rhythm, movement, and everyday energy.
IAM describes the track as a fitting backdrop to its goal of making health and wellness feel youthful, musical, and cross-cultural.
Read: K-Pop idols face off with Pinoy stars in basketball showdown
Connecting with Gen Z audiences
Anchored to the MV launch is the rollout of IAM's latest product: the IAM Amazing Organic Barley Gummies.
The product reimagines IAM’s best-selling barley powder in a chewable, fruit-flavored form, positioned as a more convenient option for younger consumers.
According to the brand, NTX’s youthful fanbase and fresh image are believed to align perfectly with it's mission of inspiring a new wave of health-conscious, trend-savvy, and culture-curious individuals.
BARLEY GUMMIES PRICES
The new Organic Barley Gummies are priced differently for the Philippine market.
Here are the latest pricing details for the gummies, according to publicly available listings:
- The official retail price (SRP) for the IAM Amazing Organic Barley Gummies is PHP3,000.
- On the brand’s own website, discount pricing for registered levels are listed at PHP2,400 (20% off), PHP2,100 (30% off) and PHP1,800 (40% off) for certain membership tiers.
- Other online storefronts similarly list the gummies at PHP3,000.
These figures may not include additional promotions, shipping, or membership programs, and availability and pricing may vary by channel.
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