The ‘Hallyu’ wave, otherwise known as the Korean wave pertaining to the popularity of South Korean culture, has maintained its presence worldwide through the phenomenal act that is Korean pop music or ‘Kpop’. It is indeed the heart of the Hallyu wave, which brought along trends about k-beauty, ‘mukbang’, Korean drama, etc. Not to mention, placed a spotlight on how Korean celebrities always dress-to-impress (airport fashion); they’re chic and sleek, very fashion forward and experimental with their styles, which is why renowned fashion houses have been eyeing them to represent their labels.

Usually, brands look to high fashion models and Hollywood celebrities to represent campaigns and collection to maintain authenticity. But in recent years, brands slowly turn to South Korea’s gamut of popular idol groups and celebrities to appoint as their new brand ambassador; with their massive fanbase around the world, brands are able to reach a larger audience, not to mention a wide age range instantly. We listed down some of South Korea’s most recognized singers from idol groups, famous celebrities and the brand they’re currently representing.

GUCCI: Kai (Kim Jongin) of South Korean-Chinese boy group, EXO

EXO’s Kai is the first Korean model and global brand ambassador for the Italian brand, Gucci. He participated in the brands’ 2019 Fall Winter campaign and has recently modeled for the Spring Summer 2020’s Eyewear Advertising campaign.

Credits: Gucci & Vogue

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Eyewear, Gucci

SAINT LAURENT: Rosé of South Korean girl group, BLACKPINK

Rosé attended her first Saint Laurent show just last February 2019, since then she has been a front row regular during Fashion Week for the brand. She’s been doing shoots for Saint Laurent for different campaigns, so it was no surprise, Anthony Vacarello, Creative Director had officially announced Rosé as the new face of the brand. The three other members of Blackpink are also ambassadors for other luxury brands.

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MAC COSMETICS: Lay (Zhang Yixing) of South Korean boy group, EXO

Lay, who’s currently promoting as a solo artist, became MAC Cosmetics’ first brand spokesperson for China in 2018. Less than a year later, he became an ambassador for Asia Pacific. Now, he continues to break records and barriers as MAC Cosmetics’ global ambassador.

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Powder Kiss Liquid Lip Colour, MAC

CALVIN KLEIN JEANS: Lay (Zhang Yixing) of South Korean boy group, EXO

Yet again, Lay adds CK Jeans to his portfolio for brand endorsements as he together with Kendall Jenner, Justin Bieber, Maluma, and other celebrities starred in the brands’ “Deal With It” Spring Summer 2020 campaign.

Shop for your favorite Calvin Klein Jeans products through The Specialist and Zalora.com.ph

CKJ 016 Body Skinny Jeans and Bright White Hollow Out Logo Tee, Calvin Klein JeanS

CLINIQUE: Irene (Bae Joo-hyun) of South Korean girl group, Red Velvet

Irene was chosen as Clinique’s newest ambassador representing the Asia-Pacific region. Clinique partnered with Irene as her happy, positive, smart and modern beauty is a natural fit for the brand. Irene is delighted to work with the brand as she has cited Clinique products as instrumental in keeping her skin healthy and luminous and achieving her glowing look.

Shop for your favorite Clinique products through The Specialist and at Rustans.com

CARTIER: Jackson Wang of South Korean boy group, GOT7

The former sabre fencer athlete, now an idol singer has been busy with concerts, shows, and brand campaign shoots; one of which was for Cartier’s new watch model to be launch in September 2020, “Pasha de Cartier”. Mid last year, he was already announced as the global ambassador for the brands’ Juste Un Clou collection.

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Juste Un Clou bracelet, 18K Rose Gold, 18K Yellow Gold, White Gold with diamonds & Pasha de Cartier watches, Cartier

TOD’S: Park Min-Young, South Korean actress

Min-Young or Rachel Park who rose to fame for her roles in “What’s wrong with Secretary Kim?” and “Her Private Life”, is Tod’s newly appointed South Korean Ambassador for 2020. She first attended Tod’s show last year and has been present again earlier this year for the brands’ Fall Winter Women’s Collection show led by Tod’s new creative director, Walter Chiapponi. She recently started her own YouTube channel, wherein her first video features a Tod’s bag.

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Timeless T Bag and Slingbacks in leather, Tod’s

ALEXANDER MCQUEEN: Jun Ji-Hyun, South Korean actress

Everyone’s favorite ‘sassy girl’, Jun Ji-Hyun is the first Korean to represent the British luxury house, Alexander McQueen. Her charisma and versatility as an actress, synergizes well with the brands’ identity to contrasting elements in creating their collection. She first appears on the brands’ Fall Winter 2020 campaign.

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The Story Shoulder Bag and Mini Jeweled Satchel, Alexander McQueen

BOTTEGA VENETA: Song Hye-Kyo, South Korean actress

Song Hye-Kyo represented South Korea when she attended Bottega Veneta’s Fall Winter 2020 show last February in Milan. A few months after she starred in the brands’ short fashion film, La Donna Che Amiamo (The Woman We Love) for the Spring Summer 2020 Collection.

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The Pouch, Jodie, and BV Trine, Bottega Veneta

BURBERRY: Yoo Ah In, South Korean actor

Actor Yoo Ah In was introduced as the first Korean actor to be Burberry’s global brand ambassador through their festive campaign video launched last Nov 2019. Prior to that, he has already been attending shows and events for the brand since 2014.

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Emerson TB shirt, Kayton submarine-print cotton track pants, Burberry

Pocket Bag, Burberry

MONTBLANC: Park Seo Joon, South Korean actor

German watch brand has been working with Park Seo Joon ever since he became the brand ambassador for Korea in 2018. Since then, he is labeled as a ‘Friend of Montblanc’, and has been seen wearing the brand, not just for his dramas but also during his shoots and personal travels. His popularity soared in 2017 for his drama, “Fight For My Way” followed by the movie, “Midnight Runners”.

Disclaimer: Products endorsed by Park Seo Joon may not be available in the Philippines

Credit: Esquire Korea, Daft Film, @heewon_suk, @prlt_was_here

Shop for your favorite Montblanc items through The Specialist

Montblanc TimeWalker Manufacture Chronograph, Montblanc 1858 Automatic Chronograph Limited Edition - 1858 piece, Montblanc Heritage Automatic Steel 40mm

About SSI Group, Inc.:

The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering.

Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual and fast fashion, beauty, footwear, home and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers, and to cater to the evolving tastes and aspirations of Filipino consumers.

In response to the evolution of the retail industry, the company introduced "The Specialist", an At Home concierge service dedicated to serve its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:

SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
#TheSpecialistBySSI

Korean Celebrities Representing Global Brands