Ray-Ban continues to align itself with the heart of culture, music, fashion, and film as it debuts a new Korean pop-culture-themed campaign, “Ray-Ban.EXE.”

This new campaign, which premiered Thursday (Sept. 4), also features a short film of the same title, blending the visual language of Korean webtoons with dystopian storytelling and calling viewers to their own creative awakening.

Ray-Ban.EXE reflects the fashionable eyewear brand’s strategic shift toward Korean pop culture as a key conduit to the next global generation. Aimed primarily at the Generation Z demographic, the campaign capitalizes on the growing influence of Korean pop culture, which has a worldwide stronghold on youth identity.

Ray-Ban’s EV11 robot at the launch of the Ray-Ban.EXE campaign in Seoul, South Korea Ray-Ba

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