Hallyu, or “Korean wave”, refers to the increasing popularity of South Korean culture in the world. The success of Squid Game is just the most recent example of this trend that started in the 1990s and accelerated in the last couple of years. To align with this global trend, luxury brands tap into the influence of Korean celebrities and are seeking out more collaborations with Korean celebrities as global ambassadors.
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From actors to singers and models, Retail in Asia rounds up the Korean celebrities who became luxury brand ambassadors in 2021.
Ho-Yeon Jung
Following the success of “Squid Game”, the model-turned-actor Ho-Yeon Jung became the most popular Korean actress on Instagram with over 12 million followers. In October 2021, Louis Vuitton announced Jung as the Global House Ambassador for fashion, jewellery and watches.
Kim Woo-Bin
Kim Woo-Bin joined Jaeger-LeCoultre in June 2021 as its new brand ambassador, after his recovery from nasopharyngeal cancer. He made a comeback at The Sound Marker exhibition in Seoul as his first activity in the role of ambassador for the Maison.
Speaking of the association, Woo-Bin said, “I am very delighted to be a Friend of Jaeger-LeCoultre, with a long history of 188 years and great watchmaking expertise. I look forward to the new journey with Jaeger-LeCoultre.”
Lee Jung-Jae
Well-known for his role in “Squid Game” as Seong Gi-Hun, actor Lee Jung-Jae was appointed by Gucci as its global brand ambassador in November 2021. The fashion brand reported that Lee’s charismatic and iconic style and his strong self-identity is similar to Gucci’s philosophy that values acceptance of diversity and self-expression, making him a right choice to represent the brand.
Shin Min-A
In the same month when Lee Jung-Jae was appointed as a global ambassador, Gucci announced actress Shin Min-a who starred in “My Girlfriend” and Netflix series “Hometown Cha Cha” joining the Maison’s roster of ambassadors.
BTS
Luxury brand Louis Vuitton named the seven members of South Korean Boy Band, BTS as its brand ambassadors in April 2021. Virgil Abloh said that the partnership adds a modern chapter to the house, merging luxury and contemporary culture.
Blackpink’s Rosé
Following the appointment by Saint Laurent as its Korean brand ambassador in June 2020, member of girl group Blackpink and solo artist, Rosé became the new global ambassador of Tiffany & Co in April 2021 fronting the 2021 Tiffany Hardwear Campaign. Tiffany chose Rosé to star in the new campaign for her bold personality and modern style influence.
Blackpink’s Jisoo
Starting as a local ambassador for Dior Beauty in 2019, Blackpink member Jisoo was appointed by Dior as an official ambassador in 2021.
“Jisoo embodies, with her singular audacity, the house’s modernity and the passionate creativity of Maria Grazia, who was inspired by the Korean singer for her autumn/winter 2021 collection,” posted Dior on its Instagram account.
Blackpink’s Lisa
Thai singer Lisa from Blackpink became a Global Ambassador for Celine in 2020, the first in Hedi Slimane’s tenure. In December 2021, she landed a new role with the brand as the perfume Global Ambassador for the first Celine’s Haute Parfumerie collection.
Blackpink’s Jennie
Blackpink member Jennie was appointed by underwear brand Calvin Klein as the first Asian global ambassador in September 2021. Jennie first appeared in the Spring 2021 collection “Drop 02” in May 2021 and joined the brand officially in the 2021 Fall/Winter collection “MYCALVINS”.
Jennie is also the face of Chanel’s Coco Neige 2021 campaign, photographed by Inez van Lamsweerde and Vinoodh Matadin.
Hyun Bin
The Netflix hit series “Crash Landing on You” star, Hyun Bin was named as the first Korean celebrity to endorse the Italian high-end lifestyle brand Loro Piana in September 2021. The house sees Hyun Bin as a natural choice to represent them, viewing his interest in humanitarian and environmental issues as aligned with its values. Aside from Loro Piana, Hyun Bin was appointed by Tom Ford Beauty as the first Asia-Pacific brand ambassador, starring in the Soleil Neige campaign.
Song Hye-Kyo
Actress Song Hye-kyo, who starred in hit drama series “The Descendants of Sun”, “Encounter”, “Now, We Are Breaking Up” , was appointed by an Italian fashion house, Fendi, as its first Korean global ambassador in February 2021. Fendi is just the latest luxury brand that Song endorses alongside Chaumet, Bottega Veneta and Korean skincare line, Sulwahsoo.
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Let’s not forget Gong Yoo who was announced as Chanel Korea’s brand ambassador earlier in 2021 to endorse the brand’s fine jewellery and watches. Actor Lee Dong-Wook was chosen as La Mer’s male brand ambassador. Last but not least, Kim Soo-Hyun was made Tommy Hilfiger’s new brand ambassador in 2021.