Louis Vuitton-BTS, Est?e Lauder-Kouki... Overseas Luxury Brands Reaching Out to Asian Stars

BTS appointed as Louis Vuitton Global Ambassadors
[Image source=Yonhap News]

[Asia Economy Reporter Cho Hyun-ui] "We will fuse BTS with luxury and modern culture."

Virgil Abloh, Artistic Director of Louis Vuitton Men's Collection, announced this on the 23rd of last month when BTS was selected as Louis Vuitton's new global ambassador. Not only BTS, but the girl group BLACKPINK also serves as global ambassadors for various luxury brands such as Chanel, Dior, Tiffany & Co., and Celine, with each member representing a different brand.

Hong Kong's South China Morning Post (SCMP) reported on the 17th that "overseas luxury brands are appointing not only Korean stars but also Chinese and Japanese celebrities as their flagship models." Armani Beauty selected Chinese idol Li Yangqianxi, and Est?e Lauder chose Japanese actress Kimura Takuya's daughter, model Kouki, as global ambassadors.

The fact that Asian celebrities have taken over the global ambassador roles once dominated by Western stars from the US and Europe is explained as being related to COVID-19.

An industry insider analyzed, "As Chinese travelers, who are major customers in the European market, faced difficulties entering due to COVID-19, luxury brands' sales sharply declined, reflecting this change."

Another industry insider working as a marketing expert in China and the US explained, "Brands are appointing Asian stars as ambassadors to achieve sales growth effects."

The rising global preference for K-pop and increased attention to Asian stars in Hollywood also had an impact. An industry insider said, "This year's Academy Awards was a significant event for Asian stars," adding, "Related Asian stars have begun to capture the attention of (Western) audiences."

This content was produced with the assistance of AI translation services.