From EXO to BLACKPINK, Korean wave stars swept luxury brands in 2020.

Luxury brands have fallen in love with K pop stars. 2020 was a year when many K pop stars worked as Ambassadors for luxury brands. As the power of Korean content grows, the attractiveness of Korean singers and actors has become globally recognized.

Not only local ambassador operating in Korea, but also global ambassador with photos in all countries and stars selected as muse inspirational to brands, the status of the Korean Wave could be confirmed around the world.

K-pop star No. 1 G-Dragon, who was noted by luxury brands, was selected as Chanel's global ambassador in 2016, starting with Givenchy in 2012. Among K-pop stars, BLACKPINK and EXO are the two top idols loved by luxury brands.

BLACKPINK is joined by luxury brands that match their image, including Chanel House Ambassador Jenny, who is called "Human Chanel." Luxurious image, unrivaled fashion sense, and global popularity are the points that attract the attention of luxury brands to all members.

Thanks to this, their official appearance fashion is like a fashion week when four brand collections come together. BLACKPINK is not just a hot topic but also a big contributor to direct sales growth.

As a star who ranked 1st to 4th on personal Instagram followers in Korea, products with sponsored photos are sold like hot cakes, boasting a huge amount of search volume at the same time as well as uploading.

In EXO, the activities of Kai, Baekhyun, Chanyeol, Suho, and Sehun are prominent. Kai is the first Asian man to be named the Gucci Eyewear Global Ambassador. In the surprising announcement, fans from all over the world took photos of the store with photos of him and shared them on SNS.

In addition, Baekhyun and Chanyeol were selected as Burberry Ambassadors and Prada Global Ambassadors this year, respectively, to promote EXO's robustness.

 

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