This study aims to analyze the influence of collaboration between Somethinc, Crayon Shinchan, and Tahilalats on the brand image of Somethinc in the Indonesian market. This collaboration combines elements of international and local popular culture, expected to strengthen brand image while expanding market reach. The research employs a quantitative survey method with data collected via online questionnaires distributed to Somethinc consumers familiar with the collaboration products between 2022 and 2024. The results indicate that the collaboration positively and significantly impacts Somethinc’s brand image by enhancing consumer perceptions of brand attributes, benefits, and positive attitudes. The collaboration is also considered to create authentic and relevant added value, increasing consumer loyalty and emotional attachment to the products. Furthermore, the study finds that creatively utilizing popular culture elements can serve as an effective marketing strategy in responding to intense market competition and dynamic consumer behavior. These findings contribute significantly to marketing communication literature, particularly on cross- cultural brand collaboration strategies. Practically, the study recommends beauty industry players to continue developing relevant and innovative collaborations with popular brands or characters that have a strong fan base to boost exposure, brand image, and loyalty in competitive markets. The study also suggests future research employing qualitative methods and long-term studies to gain deeper insights into the impact of brand collaboration. Keywords: brand collaboration, popular culture, brand image, Somethinc, Crayon Shinchan, Tahilalats