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Why Luxury Brands are Hiring K-Pop Stars as Global Brand Ambassadors
K-pop idols are becoming famous and popular day by day. Because they not only sing and dance but they are also representing high brands. BTS and Blackpink are representing high fashion brands. Fans want to know the reason. Here is the reason according to experts.
Recently it was officially announced that BTS will be global brand ambassadors for the French fashion house Louise Vuitton. They will work together to promote the clothes and accessories of Louise Vuitton.
However, they are far away from k-pop stars who are representing luxury brands.
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All Blackpink members also represent different luxury brands.EXO’s Chanyeol and Red Velvet’s Irene are the ambassadors of Prada.
IU and EXO’s Kai represent Gucci.
Even the rookie girl group Aespa is representative of Givenchy.
Only k-pop stars are not ambassadors of luxury brands. In fact, celebrities from all over Asia are becoming brand ambassadors of luxury brands and accessories.
Chinese singer Jackson Yee is the representative of Armani Beauty.
And Japanese model Koki is a global ambassador for Estée Lauder.
If we look into it five years back western faces were the ambassadors for luxury brands and accessories. So, why this sudden change? Is it due to the popularity of Korean stars and idols? It is not the main reason.
According to a luxury brand expert in London Rocky Chi, the main reason is the Covid-19. Chinese visitors are the big customers of European luxury brands. But due to the pandemic era, they cannot visit European stores for shopping.
So, after that brands realize that the majority of their customers are from Asia. Experts also agreed with it. Experts noticed that during covid-19 Asia and Greater China region were the largest customers for their brands.
Due to this reason, they want their ambassadors to promote their luxuries in Asia. And they make many of them global ambassadors. They do it to promote excitement and to enhance their sales.
Many Asian names were not even known in the west but it cannot be considered a problem. Because western faces were not known in Asia, especially in China. But they were on billboards everywhere in the country.
According to Charlie Gu, the rising popularity of k-pop stars also play a role in this decision. However, the rising talent of Asians in the Hollywood industry is the main reason. Asian celebrities attract the young generation because of their looks so luxury brands can also be popular with the younger generation. Also, the west has been far away from culture and their banners have hatred toward Asia.
So, we can hope more K-pop idols and stars will be the global ambassadors of western luxury brands. Which star do you want to see as a global brand ambassador?