No one can ignore the influential power of Asian stars, and global brands have been taking notice of South Korean, Chinese, Thai and Japanese celebrities for some time now.
These stars have huge fandoms with high purchasing power, driving international brands to dress more Asian stars and engage them in their campaigns.
Blackpink and BTS are just some of the household names, and many more are soon to follow.
Here are the latest personalities who are now global brand ambassadors for top luxury brands.
Riize for Louis Vuitton
Louis Vuitton introduced South Korean boyband, Riize, as its latest House ambassadors late last year, several months after the new group made their debut.
SM Entertainment’s new group’s name, Riize, combines the words “rise” and “realise”, representing growth and the achievement of aspirations.
Since their debut, the group has garnered global attention for their unique style, personality and music, who some say have shaped their own distinct musical genre – emotional pop.
Their debut single album, Get A Guitar, released in September 2023, made a huge impact by becoming a million-seller within a week and topping international charts.
The group has garnered significant attention for its trendsetting and confident fashion style, dressing in comfortable and liberating fashion pieces.
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Mun Ka-young for Dolce & Gabbana
The South Korean actress was recently announced as a global ambassador for the luxury Italian fashion brand.
Mun is a recognisable figure in international cinema and television and is best known for her roles in Heartstrings, EXO Next Door, Tempted and Welcome to Waikiki 2.
Apart from her acting prowess, the 27-year-old is a fashion icon who’s style is versatile and sophisticated.
Song Yuqi for Fendi
Chinese singer and member of K-pop girl group (G)I-DLE Song Yuqi was announced as the China brand ambassador early this year.
Song made her debut in South Korea in 2018 with (G)I-DLE and now stars in several various variety shows and programmes.
Her outstanding talent and unique personality have gained a large following worldwide, and this recent appointment, according to the brand, is meant to infuse new vitality into the House.
According to a press release from Fendi, Song’s audacity and rebelliousness matches perfectly with the brand’s constant will for innovation and desire to go beyond boundaries.
Rikako Yagi for Dior
Japanese actress and model Rikako Yagi has been named Dior’s ambassador for fashion and jewellery – exclusively for Japan.
This alliance celebrates the special ties that unite the House and Japanese culture: from the Utamaro, Tokyo and Rashomon silhouettes thought up by Monsieur Dior in 1954, to Maria Grazia Chiuri’s reinventions of the Jardin Japonais dress for the Dior Haute Couture Spring/Summer 2017 line.
Rikako began acting at the age of 14 and according to Dior, embodies the brand’s quintessential elegance.
Read more: The world's a runway: Malaysian fashion models who made it big globally
Yang Zi for Valentino
Maison Valentino welcomed actress Yang Zi to the fold as their new brand ambassador, joining a community of global talents.
Thanks to her effortless poise and authentic nature, the brand believes that she truly embodies creative director Pierpaolo Piccioli’s pursuit of authenticity and individuality.
To celebrate the partnership, Valentino released a new campaign to showcase the Spring 2024 collection.
Its new Valentino Garavani VLogo Moon Bag features the actress effortlessly interpreting the Maison’s historic motif, including the Rose-Rouche 1959, evoking romantic sentiments.
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