Girl group aespa has been appointed as the honorary ambassador of Incheon International Airport as part of a new partnership between K-pop agency SM Entertainment and the Korean airport operator.

The two companies signed a branding deal on Tuesday at the Incheon International Airport Corporation headquarters to rebrand the Incheon Airport with "a major digital transformation" through the power of K-pop.

A signing ceremony was attended by SM Entertainment CEO Jang Cheol-hyuk, Incheon International Airport Corporation President Lee Hag-jae and aespa members Karina and Ningning.

Through this agreement, the two companies will focus on informing passengers of the airport’s cutting-edge digital technologies like the Smart Pass, a facial recognition-based identification service introduced last July, through content created in collaboration with SM Entertainment artists and offline promotion booths built within the airport.

aespa will also participate in various activities to promote Incheon International Airport around the world as its honorary ambassador, SM Entertainment said.

"We are happy to appoint aespa, a world-renowned K-pop group, as an honorary ambassador, and we hope this will further increase the brand value of Incheon International Airport," said Incheon Airport president Lee.

"The collaboration marks something beyond simple promotion," Jang said. "Together, we are joining in the effort to connect the world, and Incheon International Airport is the starting point for aespa to reach out to the world. We will greatly contribute to promoting Korea's culture and industry to the world through this agreement."

"It is refreshing and joyful to be appointed as honorary ambassador of Incheon International Airport, which we have always used whenever we have overseas schedules,” said aespa. “As we have become honorary ambassadors of an international airport that is recognized globally, we will work hard to promote Incheon International Airport worldwide and create a positive synergy."

Girl group aespa is set to release its first full-length album "Armageddon" on May 27.

To find out more, visit Celeb Confirmed!

BY KIM MIN-YOUNG [kim.minyoung5@joongang.co.kr]