As the global craze for K-pop continues to grow, the competition among luxury brands around the world to appoint K-pop idols as ambassadors is heating up.
Ambassadors play a crucial role in activities such as collections, fashion shows, photo shoots and promoting brands through social media. Unlike ordinary models, they are often recruited to enhance the brand's image. Now, the appointment of luxury ambassadors has become commonplace in K-pop, showcasing the luxurious atmosphere of idols.
Luxury brands are actively recruiting K-pop idols as ambassadors
Bigbang's G-Dragon was selected as an ambassador for the House of Chanel in 2016. Followed by Blackpink's Jennie, who earned the nickname "Human Chanel" during her activities as a Chanel ambassador. Overall, Blackpink essentially started the "ambassador" trend in K-pop, as all members, including Jisoo (Dior), Rosé (Saint Laurent), and Lisa (Celine) became luxury ambassadors. This strategy is considered a "win-win", as becoming an ambassador allows idols to acquire a luxurious image, while brands can absorb the youthful and trendy vibe unique to K-pop.
Lately, the age range of luxury ambassadors is gradually decreasing. In just 9 months after their debut, all members of the new NewJeans group have been selected as luxury brand ambassadors. Meanwhile, SM Entertainment's newbie group RIIZE became ambassadors for luxury brand Louis Vuitton just 98 days after their debut, creating a buzz.
Additionally, Ive's Jang Wonyoung was officially named an ambassador for Miu Miu and Fred, while Ive's Ahn Yujin became an ambassador for Fendi. Aespa who were ambassadors for Givenchy are now ambassadors for Chopard. Meanwhile, BTS' J-Hope and Stray Kids' Felix serve as ambassadors for Louis Vuitton. BTS's Jimin and Tomorrow
Luxury products worn by idols sell quickly among young consumers. Luxury brands actively seek out celebrities to enhance their brand preference by combining the sophistication of the brand with the trendy and youthful image of the idols. Which leads to increased sales among the 10-20 year old K-pop fan base. Indeed, this effect has been proven many times with the likes of Blackpink's Jisoo, BTS' V, NCT's Jaehyun, and BTS' Jungkook. Among other things, since the luxury items worn by its stars are constantly out of stock.
A fashion industry representative even said: “With the rise of luxury consumption by the MZ generation last year, luxury brands also seem to prefer younger idol members as ambassadors. The number of young stars and influencers promoting their products in various media, including social networks, has also increased significantly. »
The increase in consumption of luxury products among adolescents
As more young idols take on ambassadorial roles, concerns have emerged about excessive consumption of luxury goods among teenagers. In some cases, teenagers, being inspired by their favorite stars, will work part-time or seek help from their parents to buy products from brands promoted by their favorite idols. Which reflects the growing influence of idols on consumer behavior. Meanwhile, adolescents who find it difficult to engage in luxury consumption compared to their peers may experience a relative sense of deprivation.
A class divide among idols
Many fans view luxury brand ambassadors as dividing “class” among idols. In particular, idols have become ambassadors more often, but most of them focus on large agencies, creating division. Additionally, fans also divide the "class" of idols based on the price of the brands they represent and the more expensive the better. The brand name and the duration of the embassy are also taken into account for this “class division”. This puts pressure on small and medium-sized agencies, which struggle to obtain sponsorships from luxury brands. On this, many fans complain asking: “Why don’t our members wear luxury products? »
Indeed, the collaboration between K-pop idols and luxury brands as ambassadors is redefining the dynamics of the entertainment and fashion industries. This growing trend highlights the symbiotic relationship between idols and luxury brands, with both parties benefiting from each other's unique appeal and influence. However, concerns over excessive consumption of luxury goods among teenagers and the impact on fans' perceptions of idols' "classiness" highlight the need for responsible brand sponsorships and thoughtful planning in the changing landscape idol ambassadors.
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