Finger hearts up! Various brands are lining up to get South Korean celebrities as their brand ambassadors in 2023.
2022 saw actress Jun Ji Hyun as the new face of Burberry, K-pop girl group NMIXX for Loewe, and more. Now, we’ve rounded up the latest Korean brand ambassadors making headlines and are on their way to dominating the fashion, food, and beauty industries.
Latest Korean brand ambassadors
1. SEVENTEEN’s DK for Bally
Vocal king SEVENTEEN’s DK or Dokyeom is the new ambassador for Swiss luxury fashion house Bally! The brand’s CEO said, “We're thrilled to have versatile artist DK from iconic group Seventeen as our new global ambassador. His trendy style and warm personality perfectly fit with Bally's core values."
DK is known for singing the catchy song Go! in Twenty Five Twenty One’s OST. He’s also the leader of the SEVENTEEN’s sub-unit BSS. The group recently took over TikTok with songs such as Fighting (feat. Lee Young Ji) and 7PM (feat. Peder Elias).
2. TWICE’s Chaeyoung for ETRO
TWICE’s Chaeyoung makes history as the first brand ambassador for ETRO in Japan! ETRO is an Italian fashion house known for men's and women's clothing, accessories, fragrances, and home furnishings.
3. TWICE’s Sana for Prada and YSL Beauty
Sana has collaborated with Italian luxury fashion house Prada since 2019, but this is the first time she's been officially named as an endorsement model. Sana is also YSL Beauty Japan's muse. She attended the launch of the brand’s new eye shadow Couture Mini Clutch in Tokyo in July.
Aside from being a brand ambassador, Sana is known for being a charming vocalist and performer from TWICE. She’s known for her cutesy image and once became viral for her part in the song Cheer Up. She also recently debuted as one of the members of TWICE’s Japanese sub-unit MISAMO.
4. NCT’s Jungwoo for Tod’s
NCT’s Jungwoo becomes the first male brand ambassador of Tod’s in Korea! NCTzens can look forward to more of the artist’s stylish side since the brand said, “Sharing the same passion for timeless style and the contemporary spirit of the brand, Jungwoo will accompany the brand in many of its activities in Korea.”
Jungwoo is a music show host and vocalist of NCT 127 and NCT U. He’s also part of the group’s latest sub-unit NCT DJJ along with Dolce & Gabbana ambassador Doyoung and Prada ambassador Jaehyun.
5. Tiffany Young for Moschino
Tiffany Young is the new house ambassador of Moschino! She will star in the brand’s upcoming Fall/Winter 2023 campaign. According to Massimo Ferretti, chairman of Moschino’s parent company Aeffe Group, “Her bold singular approach to all facets of music, film and fashion align seamlessly with the brand’s design and commitment to timeless excellence.”
She debuted in 2007 with Girls’ Generation and started going solo in 2016. Lately, she has been focusing on her career as an actress.
6. Stray Kids’ Felix for Louis Vuitton
What a great day to be a STAY (Stray Kids fan)! Vocalist, rapper, and dancer Felix is the new ambassador of Louis Vuitton. How did the partnership come about? Louis Vuitton’s women’s creative director Nicolas Ghesquière shared, “I am thrilled that Felix is joining Louis Vuitton. I met him when I presented my Pre-Fall 2023 Collection in Seoul and it instantly clicked between us. He is really talented — I love his energy, his unique personality, and his audacious sense of style."
7. Lee Youngji for Coach
Rapper Lee Youngji makes history as the first Korean global ambassador of Coach! She will be starring in the brand’s upcoming Fall 2023 campaign.
Lee Youngji rose to fame after being the first female to win Show Me The Money, a popular rap competition in Korea. She also became known for her YouTube talk show My Alcohol Diary and has interviewed various celebrities such as BLACKPINK’s Jisoo, aespa’s Karina, BTS’ Jin, and more and her collab with SEVENTEEN’s sub-unit BSS for the song Fighting. She’s gearing up for her first Asia tour and is coming to Singapore on 20 October.
8. TXT for Dior and Clio
We’re on a sugar rush ride and thrilled with the news that the TXT members are the new brand ambassadors for Dior! This is the first time that the luxury brand has selected all members of a K-pop group to be its ambassadors. Earlier this year, they were also announced as ambassadors for the K-beauty brand Clio.
The group has grown outside of simply being known as the “brothers” of BTS since they were the first group that their agency debuted after the sensational boy group. TXT has become popular worldwide for its addictive and relatable hits such as 0X1=LOVESONG (I Know I Love You) and Sugar Rush Ride alongside their youthful and sometimes fantasy-themed music videos. You can check out our review of their new documentary here.
9. (G)I-DLE’s Minnie for Miu Miu
(G)I-DLE’s Minnie definitely has the queencard because she’s the new ambassador of the Italian high fashion brand Miu Miu! She’s a Thailand-born singer, songwriter, and actress known for the Netflix series So Not Worth It.
(G)I-DLE is known for being a K-pop group whose members are directly in the creation of their music. They are currently going on their world tour and will be coming to Singapore on 29 October.
10. (G)I-DLE’s Mi-yeon for Jimmy Choo
(G)I-DLE’s Mi-yeon has also bagged a luxury brand deal with Jimmy Choo. Its creative director Sandra Choi said, “Mi-yeon is magnetic. From her musical talent to her captivating performances and inimitable personal style, she truly embodies the confident, playful spirit and creative energy of Jimmy Choo. We are thrilled to have Mi-yeon join our global Jimmy Choo community.”
Mi-yeon echoed the brand’s excitement and added, “I feel more confident when I am wearing Jimmy Choo. I can’t wait to share the beautiful campaign we worked on.”
11. Dahyun for Michael Kors
TWICE’s Dahyun is Michael Kors’ new global ambassador! The luxury brand’s designer said, “I’m excited to embrace the world of music and performance with Dahyun. She’s energetic, animated and has truly captured a global audience. From her incredible talent to her individual style, she’s the perfect representation of our brand.”
Dahyun is known for being a rapper, dancer, and singer from the K-pop girl group TWICE. She’s also a songwriter who wrote songs such as Gone and When We Were Kids.
12. Stray Kids’ Hyunjin for Versace
Stray Kids’ Hyunjin is now part of Versace’s ambassador family! Back in May, he attended a Versace event in France, and now, he’s gearing up for the brand’s 2023 Holiday campaign which will be launched in November.
Hyunjin is a rapper, singer-songwriter and composer from the K-pop group Stray Kids which debuted in 2018.
13. BTS' V for Cartier and CELINE
Another day, another BTS brand ambassador. V (AKA Kim Tae-hyung) has bagged a luxury brand deal with French jewellery house Cartier.
Aside from jewellery, V is also a brand ambassador of CELINE. On top of working with other brands, he’s rumoured to make his solo album debut before the year ends.
14. Yoona for Qeelin Jewellery
Second-generation K-pop idol and trending K-drama actress Yoona is the new brand ambassador of Qeelin Jewellery. According to the Chinese brand, “By welcoming Yoona Lim to the ambassador family, we are excited to introduce Qeelin's unique interpretation of oriental beauty to the world.”
Yoona is known for being sought after by both South Korean and international brands throughout the course of her 15-year career in the showbiz industry.
15. IVE for PUMA
K-pop girl group IVE is PUMA's Asia-Pacific (APAC) latest ambassador! IVE is composed of six members namely, Ahn Yujin (who became an ambassador for Fendi in January), Gaeul, Rei, Jang Wonyoung, Liz, and Leeseo. Aside from their top-model vibes, they’re known for their catchy dance challenges and sweet vocals which you’ll find in their popular songs I AM, After LIKE, and ELEVEN.
16. Han So Hee for Boucheron and CHARLES & KEITH
Actress and model Han So Hee becomes the first Korean global ambassador of Boucheron! The French luxury jewellery and watch house had nothing but praise for the star. The brand shared, “Remaining singular, stylish, and bold has always been part of her role choices as an actress and self-expression in daily life and is true to the free spirit of the Maison.”
She is also CHARLES & KEITH’s ambassador. The brand praised her authentic individuality, confidence, and creativity and has announced that she will be fronting the upcoming Fall Winter 2023 campaign, which will be unveiled in the third quarter of 2023.
Aside from being known for her mesmerising looks, Han So Hee is also beloved for her acting prowess. Action, historical, romance — it’s like she could do it all. Han So Hee has starred in My Name, 100 Days My Prince, Soundtrack #1, Nevertheless, The World of the Married, and more.
17. SEVENTEEN's Vernon for KENZO
SEVENTEEN’s Vernon is KENZO’s first global ambassador! The French luxury fashion house’s Artistic Director Nigo said he’s pleased and grateful to welcome the K-pop star to the KENZO family. Vernon’s equally excited about the partnership and hopes to show a new side to his fans. He will be starring in various campaigns for the brand’s apparel and sneakers.
Vernon is a 25-year-old Korean-American rapper, vocalist, and SEVENTEEN’s “face of the group”.
18. NCT's Taeyong for Loewe
19. ENHYPEN for Prada
Vampires wear Prada? Sign us up! ENHYPEN’s members are the new ambassadors for Prada, marking the group’s first official partnership with a luxury brand. The group previously sported the brand’s pieces at award shows and events. They also attended Prada’s Fall 2023 menswear show at the start of 2023.
20. Lee Sung Kyung for Bio-essence
The youthful-looking K-actress and model Lee Sung Kyung is the new ambassador for Bio-essence. According to the brand, her approachable elegance, versatility, and sophisticated talents align with Bio-essence’s masstige image and vision to provide innovative skincare solutions.
Aside from Bio-essence, Lee Sung Kyung is also the ambassador of K-beauty brand Laneige and J-beauty brand Shiseido.
21. NCT's Jeno for Ferragamo
23-year-old K-pop artist Lee Jeno (or simply Jeno) makes history as the first male globa ambassador for the Italian luxury brand Ferragamo. You can check out more photos of Jeno wearing the brand’s Pre-Fall 23 looks here.
In February 2023, Jeno attended the brand’s 2023-2024 Fall/Winter fashion show and has since been spotted wearing the brand’s apparel in his various performances and magazine photoshoots.
Jeno is the main rapper, lead dancer, and sub-vocalist of the K-pop group NCT.
22. Song Joong Ki for Louis Vuitton
Reborn Rich actor Song Joong Ki has joined French luxury house Louis Vuitton as its new house ambassador. He just made his Cannes Film Festival debut with his noir film Hopeless and wore a classy black suit from the brand on the red carpet.
This K-celebrity has been dominating headlines in 2023 not only for fashion and acting but for his love life too. He recently broke the internet with his dating and marriage news to British actress Katy Louise Saunders.
23. NCT's Doyoung for Dolce & Gabbana
Doyoung, one of NCT’s main vocalists, was named Dolce & Gabban's Japan and Korean brand ambassador early this year. He has since levelled up and was most recently revealed as the Italian luxury house's global ambassador.
Aside from being a part of NCT, Doyoung has also dabbled in acting, K-drama soundtracks, musical plays, and K-variety shows.
24. New Jeans' Haerin for Dior
16-year-old Haerin is the new Dior ambassador, which makes her the fifth and final member of the rising K-pop group NewJeans to land a luxury brand deal. She will serve as the new ambassador for jewellery, fashion, and beauty at Dior.
NewJeans hails from ADOR, a sublabel owned by the same agency as BTS. They’re growing in popularity for their Y2K-inspired fashion as well as their fresh and addictive hits such as Ditto, Hype Boy, and OMG.
25. BTS' RM for Bottega Veneta
26. NewJeans for Coca-Cola Korea, McDonald’s Korea, and Levi’s
27. BTS' Jungkook for Calvin Klein
The maknae (youngest member) of BTS made fans go wild in his first campaign with Calvin Klein Jeans and Calvin Klein Underwear. Speaking of the partnership, Jonathan Bottomley, Global Chief Marketing Officer of Calvin Klein, said, “Jung Kook possesses a rare ability to connect with international audiences through both his music and his style. We’re fortunate and excited to have him join the Calvin Klein team.”
28. NewJeans' Danielle for Burberry and YSL
Left - NewJeans just made their debut in August 2022 but are already winning deals with luxury brands. (Photo from: @newjeans_official) Right - Rising star Danielle for YSL Beauty. (Photo from @newjeans_official).
Danielle from NewJeans is a South Korean-Australian singer who’s known for her doll-like visuals and seems to rock any hairstyle she tries out. When she was selected by Burberry in January, she became the third member of the K-pop group to front a luxury brand. Hanni was chosen by Gucci in October 2022 while Hyein was chosen by Louis Vuitton in December 2022.
Aside from fashion, Danielle has also scored a partnership with YSL Beauty. Following the announcement, Danielle appeared in the new campaign for YSL’s Candy Glaze lipstick.
29. Jisoo for Dunst
Jisoo is the new ambassador for Dunst! When you think of the global K-pop phenomenon BLACKPINK, glitter and bling would immediately come to mind. Dunst’s latest campaign shows that Jisoo can also pull off the cool, schoolgirl aesthetic.
30. LE SSERAFIM’s Kazuha for Calvin Klein
It’s a great time to be a FEARNOT (LE SSERAFIM fan) because you’ll see more of Kazuha’s stunning visuals as the new brand ambassador for Calvin Klein.
Kazuha is one of the Japanese members of LE SSERAFIM. The K-pop girl group debuted last year and is popular for songs such as ANTIFRAGILE and FEARLESS.
31. BTS' Jimin for Dior and Tiffany & Co.
Left - Jimin dominated the trends and drew in thousands when he attended a Dior Fashion Show. (Photo from: @dior) Right - He recently joined Tiffany & Co.'s star-studded list of active ambassadors. (Photo from: Hyeawon Kang via Tiffany & Co.)
32. LE SSERAFIM's Kim Chae-won for MAKE UP FOR EVER
The singer-songwriter lends her visuals for MAKE UP FOR EVER. (Photo from: @makeupforever)
We're feeling anti-fragile with the news of LE SSERAFIM's Chae-won's appointment as the new ambassador for the beauty brand MAKE UP FOR EVER. According to the brand, the singer and LE SSERAFIM leader is both "daring and creative" and therefore embodies the brand's values.
33. SEVENTEEN'S Kim Mingyu for INNISFREE
Carats, this one's for you! SEVENTEEN's visual and lead rapper will be representing the popular K-beauty skincare brand INNISFREE. The brand plans to work with Mingyu to introduce its products to customers around the world with his “chic, urban look as well as an unexpected charm of confidence and energy”.
34. BTS' j-hope for Louis Vuitton
j-hope is Louis Vuitton’s new brand ambassador! 2023’s looking good for our Bangtan boys because j-hope is the third member to land a deal with a luxury brand this year after Jimin and Suga.
In 2021, all the members of the group were ambassadors for Louis Vuitton, but the contract ended last year. For this year, j-hope will be endorsing the brand as a solo artist. j-hope has been thrilling fans with the LV news and a hip-hop single titled on the street. However, the artist is also currently breaking hearts as his agency BIGHIT MUSIC announced that he has started his mandatory military enlistment process.
35. Jung Hoyeon for Lancôme
36. NewJeans' Minji for Chanel
NewJeans members just keep slaying. (Photo from: @newjeans_official)
Chanel came through! NewJeans’ Minji is Chanel’s official ambassador in the fashion, watches and beauty categories. She’s the fourth member of the group to land a deal with a luxury brand following Hyein for Louis Vuitton, Danielle for Burberry, and Hanni for Gucci and Armani Beauty.
Minji is an 18-year-old vocalist and dancer in the group. Fun fact: she had a cameo in BTS' Permission To Dance music video.
37. NewJeans' Hanni for Armani Beauty
Hanni has been making waves in the K-pop world for her vocal range. (Photo from: @newjeans_official)
At 18, NewJeans’ Hanni is the new face of the luxury Italian brand Armani Beauty. Back in October 2022, the Vietnamese-Australian artist also landed a deal with Gucci, and we’ve got a feeling that she’s only getting started.
Speaking of Hanni’s appointment, Giorgio Armani said, “Hanni is a very young artist with a great expressive power and an irresistible and captivating individuality: a contrast that I find interesting. She has personality, which for me is the most fascinating trait, always.”
Hanni has a jam-packed schedule for the brand as she has just shot her debut campaign visual, wearing the My Armani Go To Cushion on her face and the Lip Maestro in shade 214. She will then begin with a campaign for Armani Beauty’s new Power Fabric+ Foundation in April and the Lip Maestro Satin lipstick in May.
38. Sejeong for Longchamp
Singing, songwriting, acting, modelling… what can’t this girl do? (Photo from: @clean_0828)
Top star and rom-com queen Kim Se-jeong is now the brand ambassador of the French luxury brand Longchamp! We loved the joy and energy she radiated in and outside the 2022 K-drama Business Proposal, and this also captured the attention of the brand’s creative director Sophie Delafontaine. She said, “As for modelling, she was a complete natural — genuinely at ease in front of the camera and amazingly photogenic.”
Se-jeong will be starring in the brand’s spring-summer 2023 campaign in the region. It will feature “Glamping” ready-to-wear pieces that are infused with bold colours, prints, and materials that will perfectly match the singer slash actress’ personality.
39. TWICE's Nayeon for Givenchy
Im Nayeon from the K-pop girl group TWICE is the new face of Givenchy Beauty. She’s also the first in her group to launch a solo album, and she’s known for taking over the trends in 2022 during the time of the release of her track titled POP! Through the magazine Dazed Korea, Givenchy Beauty shared that Nayeon’s confident and sophisticated look on stage matches with the brand’s direction. The star will be involved in the brand’s makeup and perfume campaigns in the future.
40. Jackson Wang for Louis Vuitton
The Magic Man at Louis Vuitton’s show during Paris Fashion week. (Photo from: @LouisVuitton)
41. Cha Eun Woo for Dior Beauty
42. BTS' Suga for Valentino
Min Yoongi (more popularly known as Suga) from BTS seems to have it all — he’s a rapper, songwriter, producer, and performer. And now, his passion and creativity led him to become one of Rome-based Maison Valentino’s brand ambassadors called ‘DI.VA.s’.
D.I.VA.s is an acronym for ‘Different Values’, which refers to Valentino Creative Director Pierpaolo Piccioli’s advocacy for inclusivity and diversity. According to Pierpaolo, Suga uses his talent and his work to express himself with energy and authenticity and is able to embody what DI.Va.s stand for.
Suga also believes that his values align with the brand’s and is delighted to be a part of the Maison Valentino Essentials campaign. In its behind-the-scenes preview, the artist is presented as a symbol of empathy and connection.
43. BIGBANG's Taeyang
Taeyang is the vocalist of BIGBANG, an iconic K-pop group that debuted in 2006 and whose members have gone on to launch their solo careers. Taeyang is popularly known for his song ‘Eyes, Nose, Lips’ and his recently released single ‘ Vibe’ featuring BTS’ Jimin.
He has joined the global ambassador family of the French luxury brand Givenchy. He’s the first Korean male artist to do so and follows the K-pop girl group aespa, who landed the deal back in 2021.
44. IVE’s Yujin for Fendi
The artist just revealed that she’s the newest ambassador for the Italian luxury house Fendi. Yujin is known for the strong presence and fierce looks that she brings to the table, and you’ll see this in her latest photoshoot with Harper’s Bazaar Korea, where she can be seen wearing pieces from Fendi’s latest collection.
Which K-pop artist or group would you like to see as brand ambassadors next?
This article was first published on 23 August 2023. Last updated: 24 October 2023.
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