Retail in Asia

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Burberry recruits Son Suk-ku as latest brand ambassador

Burberry has recruited South Korean actor Son Suk-ku as the latest brand ambassador for British luxury brand.

SEE ALSO: Burberry continues to hurt from luxury slowdown, APAC only bright spot

A buzzing Korean star, Son is known for his various acting roles across several genres, having most recently played a detective in the 2024 Netflix drama ‘A Killer Paradox’.

The actor commenced his career in the early 2010s, landing a more well-known role in the 2018 romantic comedy ‘Matrimonial Chaos’.

He then went on to take a supporting role in political thriller, ‘Designated Survivor: 60 Days, playing Captain Im Ji-sup in Netflix’s ‘D.P.’, in 2021. The following year, Son found critical acclaim for his role as an alcoholic in My Liberation Notes, as well as starring the high-grossing film ‘The Roundup’.

“I’ve long admired Burberry, so it’s a big honor to become Burberry’s ambassador. I look forward to my future journey with Burberry,” said Son in a statement.

Burberry is no stranger to celebrity endorsement, especially from Asian stars, with the London-based marque adding that Son embodies the spirit of the brand and is a welcome addition to the brand’s community. Also fronting Burberry is Chinese actress Tang Wei, Chinese actor Chen Kun, Thai star Bright, soccer player Son Heung-Min, and South Korean actress Jun Ji-Hyun.

In its most recent trading update, Burberry said total revenues in the third quarter were down 7 percent to GBP 706 million at reported exchange rates, with Asia-Pacific proving the only growth region for the British brand during the three months.

Within APAC, mainland China sales grew 8 percent, South Asia Pacific increased 2 percent, and Japan surged 9 percent, partially offset by a 10 percent decrease in South Korea.

The company is due to release its next earnings update on May 14.