Experts Explain Why Luxury Brands are Hiring K-Pop Stars as Global Brand Ambassadors
Fans have recently a rise in K-pop stars representing luxury brands. From BTS to BLACKPINK, more and more idols are representing high-end fashion houses. Want to know why? This is what experts have to say.
Why are More and More K-Pop Stars Representing Luxury Brands?
Recently, BTS made headlines after it was announced that they became the global brand ambassadors for the French fashion house Louise Vuitton. The boy band will work hand in hand with Louis Vuitton to promote its clothes and accessories.
BTS is far from the only K-pop stars to represent luxury brands, however.
ALSO READ: BTS Appointed as Louis Vuitton's Global Ambassador
All the BLACKPINK members represent different fashion brands, and even rookie girl group aespa are global brand ambassadors for Givenchy. Red Velvet's Irene and EXO's Chanyeol represent Prada, while IU and EXO's Kai represent Gucci.
ALSO READ: BLACKPINK, BTS, and More: Korean Media Outlet Names the Idols Most Loved by Luxury Brands
It is not only K-pop stars who are working as global ambassadors. In fact, celebrities from all over Asia are being noticed by more and more high-end brands.
For example, Chinese singer Jackson Yee is the global ambassador for Armani Beauty, while Japanese model Koki models for Estée Lauder.
This is a far cry from just five years prior, where Western faces represented luxury brands.
So, what brought about this sudden shift? Is it the rise in the popularity of K-pop?
ALSO READ: GOT7 Jackson, aespa Karina, and More Selected as the Idols Most Loved by Luxury Brands
While it could be a potential factor, it is not the main reason.
According to Rocky Chi, a luxury brand expert in London, it is because of the COVID-19 pandemic. Europe's largest luxury buying demographic is Chinese visitors. Due to travel bans, their largest demographic cannot travel to Europe and visit their brick-and-mortar stores.
Soon, brands had to accept that the biggest proportion of their customers come from Asia.
Marketing expert Charlie Gu agrees. He states that during the COVID-19 pandemic, the audience who made the biggest contributions to luxury brands is Asia, specifically the Greater China region.
Because of that, brands have started to elevate the presence of their Asian ambassadors, making many of them global ambassadors. This is done to drive excitement in the region and hopefully boost sales.
ALSO READ: BLACKPINK Lisa, EXO Sehun, GOT7 Jackson & More: TMI News Releases 'Luxury Brands' Pick Idols' Rankings
Many of these Asian names are not known in the West, but this is not seen as a problem. After it all, it is the inverse of the situation they had in the past — Hollywood stars were not particularly famous in China, and yet their faces were still plastered on billboards in the country.
Of course, the popularity of K-pop did play a role, according to Charlie Gu. The global appeal of K-pop and the rising of Asian talents in Hollywood have helped contribute to the number of Asian global brand ambassadors for luxury brands.
Additionally, Asian celebrities tend to attract a younger audience, which helps bridge the gap of luxury shopping to a younger demographic.
ALSO READ: From BLACKPINK to EXO: Korean Media Names the Top K-Pop Stars Who are the Face of Luxury Brands
The West has also moved away from traditional Caucasian-centric advertising. With the rise of activism against Asian hate, it is crucial now more than ever that brands push for more diversity and inclusivity with their advertising.
We can expect more K-pop stars to represent global fashion brands as the genre becomes more mainstream. Which K-pop idol do you want to see as a global brand ambassador?
Source: SCMP
For more K-Pop news and updates, always keep your tabs open here on KpopStarz.
KpopStarz owns this article.
Written by Alexa Lewis
