Are you a luxury brand that's considering expanding in the Asian region? Well, have you thought about South Korea? It's one of the hottest markets for luxury goods in the Asia-Pacific region! In 2024, South Korea's luxury goods market is valued at $7.10 billion, with an expected annual growth rate of 4.42% through 2028. The most substantial sector is Luxury Watches & Jewelry, commanding a market volume of $2.26 billion in 2024. This growth is fueled by the increasing influence of K-pop and the rising affluence of South Korean consumers.
While the United States leads globally with luxury goods revenue of $77,280 million, South Korea's market is notable for its high per capita revenue, with each person generating $137.20. Online sales in South Korea are also expected to account for 14.4% of the luxury goods market revenue in 2024. TInterestingly, South Koreans' per capita spending on luxury goods surpasses that of the US and China. In South Korea, luxury items are widely regarded as status symbols, with only 22% of respondents considering it in poor taste to showcase such goods. This cultural attitude, along with the influence of luxury-focused social media influencers, continues to drive robust sales growth, making South Korea a thriving hub for luxury brands.
As more millennials flock to buy expensive leather goods, jewelry and perfume, the marketing and PR departments of these luxury brands have shifted their focus to other forms of advertising. Nowadays, influencer marketing is crucial for both domestic and luxury brands to succeed. And you know what the most popular platform for these partnerships is? Instagram, of course!
And if you take a look at the thriving luxury market in South Korea, you'll see that more and more brands are teaming up with famous K-pop idols and celebrities on Instagram. In fact, there are so many amazing partnerships out there, we've compiled a list of the top 17 luxury brand and K-pop idol collaborations for you to check out! Trust us, you won't want to miss it.
17 Luxury Brand Collaborations with K-Pop Idols ⬇️
17. JayPark ✕ Gucci
Instagram: @moresojuplease
Followers: 3.1 million
Under the creative guidance of Sabato de Sarno, Jay Park has been unveiled as Gucci's latest ambassador. He debuted his new role with stylish photos on Instagram and recently highlighted his involvement by attending the Gucci 2024 Cruise show in Seoul, where he also performed at the after-party.
16. JungKook ✕ Calvin Klein
Instagram: @jungkook_bighitentertainment
Followers: 9.3 million
The youngest member of BTS has joined Calvin Klein as their latest global ambassador, a role foreshadowed by much speculation and teasing on social media. His debut features seductive photos by Park Jong Ha, showcasing Calvin Klein's Spring 2023 denim and jackets. He expressed his long-time admiration for the brand and excitement about this new avenue to connect with fans worldwide.
15. Le Sserafim ✕ Louis Vuitton
Instagram: @le_sserafim
Followers: 8.9 million
Le Sserafim has joined forces with luxury giant Louis Vuitton as their newest ambassadors, right on the heels of the brand's electrifying SS24 show at Paris Fashion Week. They're now the vibrant faces of an exclusive capsule collection in South Korea, deepening their stylish partnership that began with a show-stopping performance at Louis Vuitton's Pre-Fall event in Seoul. This dynamic collaboration is setting the fashion world abuzz!
14. Taeyong ✕ Loewe
Instagram: @taeoxo_nct
Followers: 11.7 million
Just months after his debut at Loewe's AW23 show in Paris, Taeyong from NCT has been named the latest global brand ambassador for the Spanish fashion house. Praised for his unique style and multifaceted talents in songwriting, performing, and visual creation, Taeyong joins an illustrious group of ambassadors like Taylor Russell and NMIXX, enriching Loewe's commitment to blending high fashion with everyday wear.
13. DoYounng ✕ Dolce & Gabbana
Instagram: @do0_nct
Followers: 12.2 million
Earlier this year, Doyoung of NCT was named Dolce & Gabbana's brand ambassador for South Korea and Japan, and later elevated to a global ambassador in September. His prominent roles include showcasing the House's AW23 collection alongside Maya Jama and Kit Butler, and appearing at notable events such as the Men’s SS24 fashion show and the Alta Sartoria event in Puglia.
12. TeaYang ✕ Givency
Instagram: @youngbae Followers: 15.9 million
Taeyang of BigBang has been named the global brand ambassador for Givenchy. Recognized as a music and style pioneer, Taeyang's bold aesthetic aligns perfectly with Givenchy's vision, according to Creative Director Matthew Williams. Notably, Taeyang is the first Korean male artist to represent the French luxury brand, joining the ranks of previous collaborations with K-pop groups like Aespa.
11. Kai ✕ Gucci
Instagram: @zkdlin Followers: 14.6 million
Kim Jong-in, better known as Kai, is a multitalented South Korean artist who can sing, model, dance, and act. He's also a member of the popular boy group Exo. In this post, Kai shows off his stylish outfit and tags Gucci, using the hashtag #KaiXGucci to give his followers some fashion inspiration.
10. Hyunjin ✕ Versace
Instagram: @hynjinnnn
Followers: 20.2 million
Versace has named Hyunjin, the lead rapper and main dancer of Stray Kids, as its latest global brand ambassador. Before this official announcement, Hyunjin was seen at the La Vacanza fashion show in Cannes and a pop-up store launch in Seoul, captivating Donatella Versace with his "new energy and creativity." Hyunjin will kick off his role with the Versace Holiday 2023 campaign, set to launch in November.
9. G-Dragon ✕ Chanel
Instagram: @xxxibgdrgn Followers: 22.3 million
Kwon Ji-yong, also known as G-Dragon, is a South Korean rapper, singer-songwriter, record producer, entrepreneur, and fashion designer. He's known as the "King of K-pop" and Chanel's official Instagram account posted a photo of him as the brand's house ambassador during the CHANEL Spring-Summer 2020 Haute Couture show, proving that he's a style icon both on and off stage.
8. Chanyeol ✕ Prada
Instagram: @real__pcy Followers: 24.1 million
Park Chan-yeol, also known as Chanyeol, is another talented member of the boy group Exo. He's known as a South Korean rapper, singer, songwriter, producer, actor, and model. Chanyeol's post features him rocking a Prada bag, and he excitedly announces that he's now an ambassador for the luxury brand, showing his love for high-end fashion.
7. IU ✕ Gucci
Instagram: @dlwlrma Followers: 29.4 million
Who doesn't love IU? Lee Ji-eun, also known by her stage name IU, is a South Korean singer-songwriter, record producer and actress. IU appeared on the cover of Dazed Korea wearing a leather shoulder bag and suit from Gucci.
6. Rap Monster ✕ Bottega Veneta
Instagram: @rkive
Followers: 46.1 million
RM from BTS, has been named the new ambassador for luxury brand Bottega Veneta. Announced on Instagram by creative director Matthieu Blazy, RM was showcased in classic Bottega style, holding the iconic Andiamo bag. This partnership highlights RM's longstanding affinity for the brand, evident from his appearances in their designs at Milan Fashion Week and his ‘Indigo’ concert in New York.
5. V ✕ CELINE
Instagram: @thv
Followers: 65.3 million
Celine welcomed Kim Tae-hyung, also known as V from BTS, as its global ambassador, marking the partnership with front covers on three separate magazines. V has since deepened his ties with the French luxury brand, attending a lavish Celine dinner in Cannes and visiting the revamped Celine store in Tokyo, showcasing his role as a prominent face of the brand.
4. Rosé ✕ Yves Saint Laurent
Instagram: @roses_are_rosie Followers: 77.7 million
Rosé has us seeing stars! Roseanne Park, known as Rosé, is a Korean-New Zealand singer and dancer based in South Korea. Rosé is a member of the world-renowned girl group Blackpink. On this post, Vogue featured Rosé, stating that she is Yves Saint Laurent Beauty's new muse.
3. Jisoo ✕ Dior
Instagram: @sooyaaa__ Followers: 78.1 million
Jisoo from Blackpink is an absolute queen! Kim Ji-soo, known as Jisoo, is a South Korean singer and actress. Dior featured Jisoo on their official Instagram page, stating that Jisoo is the new global Dior ambassador for both Fashion and Beauty. Dior chose Jisoo as ambassador because she perfectly encapsulates the brand's femininity.
2. Jennie ✕ Chanel
Instagram: @jennierubyjane Followers: 84.5 million
Jennie from Blackpink is a true fashion icon. Jennie Kim, known as Jennie, is a South Korean singer and rapper. Jennie studied in New Zealand for five years before returning to South Korea in 2010. Chanel featured Jennie on its official Instagram page, declaring her as the brand's house ambassador, attending the CHANEL in the Snow show in Paris.
1. Lisa ✕ CELINE
Instagram: @lalalalisa_m Followers: 102 million
Lisa from Blackpink is always serving looks! The Thai rapper, singer, and dancer recently shared her favorite photo from Celine's photo booth in Paris on her Instagram page. It's safe to say she knows how to work the camera! Lisa posted this photo on her Instagram page, captioned with "My favorite photo from @celine ‘s photo booth in Paris."
Ambassadors over Models?
Ambassadors are not exactly models. Although both have signed contracts with the brands to promote their products, ambassadors tend to focus more on the interaction with customers, while models rely on physical appearance to drive sales. Ambassadors bridge gaps between a brand and audience in a more personal manner.
“As K-pop stars such as BTS and Blackpink started gaining worldwide popularity, Korean celebrities have been establishing a strong presence in the fashion industry,”
said Lee Kyeung-un, a director at ESteem Entertainment. The strong presence of Korean idols on social media is also appealing to the international luxury brands. Every idol on this list has at least 8 million followers and as many as 102 million (Blackpink's Lisa).
Instagram is a powerful platform that allows brands to be able to reach a loyal and diverse audience. By targeting these younger 20 and 30-year old followers via social media, luxury brands have been highly successful in helping the growth of the luxury market in South Korea. Consumer trends point to another year of growth yet again, for 2023.
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