In a world where the influence of K-pop transcends borders and cultures, Coca-Cola revealed how it is, literally, riding the Korean wave with its latest flavor drop.

To coincide with a new “Fruity Fantasy” flavor, Coca-Cola K-Wave Zero Sugar teamed with one of the K-pop market’s most beloved record labels and, like all things K-pop, this isn’t just a simple announcement but a more extensive musical, physical and digital experience for fans and consumers.

Coke is collaborating with chart-topping groups Stray Kids, ITZY, and NMIXX, as well as the esteemed founder of JYP Entertainment, J.Y. Park, to curate a series of experiences celebrating K-pop fandom. At the heart of the collaboration is the release of a new K-pop anthem “Like Magic” produced by J.Y. Park and featuring the groups mentioned above in a convergence of talent from JYPE. Notably, Bang Chan from Stray Kids is credited as a vocal arranger, while his bandmate Changbin is a co-writer alongside Park.

The song is available for worldwide download and streaming, while the official music video neared a million views just eight hours after its reveal.

Accompanying its music video is an interactive “fan music video AI experience” on the Coca-Cola Creations microsite that immerses fans in an AI-powered platform to personalize cameo appearances in the video by embedding their voices, names, and faces alongside the idols.

Further amplifying this celebration of K-pop fandom is the upcoming K-Wave Concert for Inkigayo, scheduled for June 2. Hosted by Coca-Cola Creations, the live event promises talent from JYP Entertainment and other top K-pop names with Stray Kids, ITZY, NMIXX and more on the bill. Full details on the showcase will be revealed via Coca-Cola’s channels.

“The world of K-pop exists because of the fans and we couldn’t be more excited to celebrate fans’ devotion to the artists and music that they love, through this unique Creation” said J.Y. Park in a statement. “We hope fans feel the love and appreciation we have for their support through the launch of a new Coca-Cola flavor dedicated to their fandom, and digital and physical experiences that connect them even more to their favorite artists.”

In addition to the musical festivities, Coca-Cola has prepped a limited-edition collection of apparel and accessories. From T-shirts and hoodies to hats and jewelry, plus a specialty box to get the K-Wave flavored delivered, the collab offers the opportunity to express their fandom in style.

Also leaning into the K-pop fandom model are newly revealed concert photo graphics of the Stray Kids, ITZY and NMIXX members that resemble the beloved photo cards in every copy of Korean musicians’ albums. There’s even a K-Wave Limited Edition lightstick that glows different colors and will undoubtedly be seen throughout the Inkigayo concert crowd.

“Immersing fans in the vibrant world of K-Pop, Coca-Cola K-Wave Zero Sugar is a celebration of shared passions from all over the world,” adds Jung Hyun Kwon, the Category Lead for Japan and Korea at the Coca-Cola Company. “By collaborating with some of the biggest names in K-pop culture, Coca-Cola K-Wave Zero Sugar is bringing fans together through innovative experiences that bring to life their special and unique devotion for their favorite artists, and the powerful impact that K-pop has on culture.”

Meanwhile, Oana Vlad, Senior Director of Global Strategy at the Coca-Cola Company, says, “We are excited to celebrate one of the most passionate fan communities in the world and create new experiences that we hope will bring Coca-Cola magic to fans across the globe. In the Coke Creations spirit, the experience starts with an amazing Coca-Cola Zero Sugar taste accompanied by a dash of fruity K-pop magic. The beverage then unlocks other experiences like the AI-powered journey for fans to customize a music video as well as the unique collaboration.”

As the latest drop following previous Coke Creations like Y3000, Starlight and a limited-edition drink from producer-DJ Marshmello, the Coca-Cola Company says that the K-Wave Zero Sugar is available in select markets around the world including the United States, Spain, Singapore, South Korea and more. A frozen variation will be available in select markets.