Opinion Why K-pop idols are the new faces of global luxury: from Blackpink's Lisa representing Celine to Exo's Kai modelling for Gucci, Korean celebrities can pull in millennial customers from China
From Blackpink’s Lisa representing Celine to Exo’s Kai modelling for Gucci, forward-thinking luxury brands are going all-in on Korean brand ambassadors for truly worldwide recognition
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Last week I was chatting with the CEO of a Korean luxury skincare brand who lives in the United States and is originally from Seoul. I asked about the differences in culture between her Korean and American consumers, and she immediately lit up, smiled, and answered: “For Koreans, it is all about how we look. It is an investment in our future, in our life, in our success.” A strong statement that might not ring true for everyone, but which explains why
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Opinion, Does K-pop have more selling power than Hollywood? Luxury fashion brands are ditching film stars for Korean idols – but collaborating with BTS or Blackpink doesn't always guarantee success
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How EXO's Kai became one of K-Pop's biggest fashion influencer
Opinion Why K-pop idols are the new faces of global luxury: from Blackpink's Lisa representing Celine to Exo's Kai modelling for Gucci, Korean celebrities can pull in millennial customers from China
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