Luxury brands are turning to K-pop stars to boost their global appeal and increase sales.
French luxury brand Dior has selected BTS member Jimin as a global ambassador, while Italian luxury brand Valentino has chosen BTS member Suga. BigBang member Taeyang has also been selected as an ambassador by the provincial government.
These appointments come as luxury brands recognise the huge global audiences and influence of K-pop stars, and the potential to raise brand awareness and drive sales by hiring domestic stars with dedicated international fan bases.
BlackPink member Jenny has been working as a Chanel Ambassador since 2018, and her media impact value is estimated to be $3.6 million. BlackPink member Jisoo is active as a Dior and Cartier Ambassador, and is estimated to earn $1.74 million from just one Dior-related post on her personal Instagram account. BlackPink member Lisa is a star of Celine and Bulgari, and Rosé is a star of Saint Laurent and Tiffany and Co.
The industry believes that Hallyu star marketing has recently evolved beyond the simple model effect, with luxury brands seeing the potential for mutually beneficial partnerships that allow both brands and stars to grow together.
This exciting development in the luxury industry is a testament to the increasing global influence and appeal of K-pop and K-culture, and we can't wait to see which stars and brands will team up next.