=LOVE has been selected as the new promotional ambassadors for Japan's MyNumber Card system, marking a significant government collaboration for the idol group.

The 12-member group appeared at a government press conference on March 2nd to announce their new role promoting MyNumber Card usage. As part of the campaign, =LOVE filmed both television commercials and promotional videos encouraging Japanese citizens to utilize their digital ID cards.

During the press event, the members had a reunion with Myna-chan, the official MyNumber Card mascot character. The girls also expressed their desire to try member Otani Emiri's ramen together, showing their close bond as a group.

=LOVE, managed by Yasushi Akimoto's office, has been steadily building their profile since their 2016 debut. This government partnership represents another step in their mainstream recognition, following their regular variety show appearances and music releases.

The MyNumber Card system serves as Japan's digital identity platform, consolidating various government services into a single card. The campaign aims to increase adoption rates among younger demographics, making =LOVE's youthful appeal a strategic choice for the promotion.

This collaboration highlights how J-Pop idols increasingly serve as cultural ambassadors, bridging entertainment and public service messaging. The commercials featuring =LOVE are expected to begin airing soon as part of the broader government initiative.