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The gloabl popularity of K-pop is pushing luxury brands like Christian Dior Louis Vuitton, Givenchy, Gucci, and Burberry to reach out to Korean celebrities.
Jimin of BTS was recently tapped as Christian Dior’s brand ambassador, while his bandmate J-Hope participated in the Louis Vuitton Men’s Autumn-Winter 2023 Show last Thursday in Paris, France.
BIGBANG’s Taeyang was chosen to be Givenchy’s global ambassador, while three members of rookie girl group NewJeans, Hanni, Danielle, and Hyein, were signed up as endorsers for Gucci, Burberry, and Louis Vuitton, respectively.
Meanwhile, Yu-jin was selected as South Korea’s official ambassador for the Italian luxury brand Fendi.
A Fendi official noted that as luxury goods consumers become younger, the demand for younger brand ambassadors is increasing.
