According to a media source, G-Dragon is the one who paved the way for Kpop idols to become brand ambassadors for famous luxury brands.
G-Dragon is the reason why luxury brands have started to choose Kpop idols as brand ambassadors
It is clear that in the past few years, more and more Korean idols have been chosen to become brand ambassadors for many famous luxury brands such as BTS for Louis Vuitton, EXO Kai for Gucci, BLACKPINK Jennie for Chanel, and more.
However, what drives these luxury brands to choose Korean idols as brand ambassadors? According to Money Lab, BIGBANG’s leader and rapper, G-Dragon, is a pioneer for this trend.
According to the media, Chanel held a fashion show in Paris, France, in 2015. During this show, G-Dragon was present at that time; This later became a hot topic for netizens and media because this is the first time an Asian star, moreover a Kpop idol has been invited to join the show.
Since G-Dragon appeared on the Chanel fashion show, Korean idols have also gradually become representatives and ambassadors in this luxury industry.
Back then, the term “brand ambassador” just meant that the brand would borrow a celebrity’s image and name for marketing purposes. But in recent years, ambassadors have begun to promote products and services more effectively by dressing or using them themselves.
The influence of Kpop idols as Brand Ambassadors for luxury brands
As more and more Korean idols become brand ambassadors for these luxury brands, sales of these luxury brands have increased significantly.
In March 2020, EXO’s Kai, the ambassador for Gucci, teamed up with the brand to produce an exclusive collection, making him the first Korean celebrity to do this with high-end brands.
The Kai x Gucci collection stands out with knitwear that retails for 1.77 million won ($ 1,570), and less than a day after launch, knitwear and others in the collection has “sold out,” showing that the popularity is immense.
BTS, who became the brand ambassador for Louis Vuitton in April, caused the brand to go out of stock immediately before officially becoming ambassadors.
After Virgil Abloh, Louis Vuitton’s men’s collection art director posted a video interviewing BTS on his Instagram account, a T-shirt that Jimin wore was sold out in all countries. This shows the brand strength of BTS.
However, there are mixed concerns that this marketing style of luxury brands is driving the overconsumption of the younger generation, who desire to “brag” when buying luxury items.
But Korean idols have caused fans to learn Korean and Korean cultures, which has created a value that it cannot convert into money.