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Uzone.id – The expression that Kpop has become a global phenomenon is not just overproud fans. Kpop has really created a strong global community around the world. In recent years, Kpop has increasingly proven their existence in the fashion world.
The ranks of global Kpop idols began to be drawn to become brand ambassadors by world-class brands such as Channel, Bvlgari, Prada, Bottega Veneta, and others.
Starting from brand ambassadors, filling in advertisements, now Kpop idols are also starting to attend international fashion shows. What used to be just a fashion lover’s attraction, has now become an exciting spectacle for Kpop fans who crowd the doors of fashion shows to catch a glimpse of their favorite stars.
In a report issued by the Spring-Summer 2025 Men’s Fashion Week in Paris, it was revealed that South Korea is ranked third as the top region that continues to drive conversations, this is thanks to the popularity created by the celebrity snack from the neighboring country.
Reasons why Kpop has become truly successful
Actually, what made this wave of Kpop culture really successful? Steffi Cao, who is a Forbes reporter, explained that this phenomenon started from the concept of fandom or a term for Kpop fans. To stay connected with other idols and fans, Kpop fans rely on online activities.
Most of a group’s global success is driven by fans who continue to spread their news through videos, memes, and continue to collect merch issued by their beloved groups with a considerable purchase value.
From the online activities carried out by the fans, they not only generate clicks but also money. The value of the media obtained is at its highest point because the Kpop wave effect has affected most consumer categories.
The influence of Kpop idols who are partnered to become ambassadors of luxury brands
Basically, being a brand ambassador is not a new job for Kpop idols. Historically, the more popular they are, the wider the offer to become a brand ambassador for local brands.
However, over the past few decades, as the wave of Kpop culture has become more globalized, the list of Kpop fashion ambassadors for world-class brands has grown all the time. The marketing team is competing to get global Kpop idols to sign cooperation contracts.
Building cooperation with Kpop idols is a profitable business strategy. With their strong image, reputation, talent, and presence in the entertainment industry, idols will make millions in sponsorships and brands will gain access to a younger and trendier consumer base.
On social media, thousands of followers from these Kpop idols can be a significant marketing force, especially among younger demographics—Millennials and Gen Z. A single upload can drive significant sales. This drives brands to gain tremendous exposure and the ability to connect directly with consumers.
On the other hand, another advantage of forming partnerships with popular idols can refresh the brand image, making a brand seem more modern, relevant, and attractive. This can help eliminate the perception that luxury brands are exclusive brands that can only be accessed by certain groups.
While most Kpop fans may not have the purchasing power to become customers for luxury brands, by seeing their idols wearing brands of certain brands and sitting in the front at fashion shows, there is a kind of ‘seed’ that is ingrained.
In addition, luxury brands are starting to look at the Asian market to market their products. To attract consumers in this region, collaborating with Kpop idols to become brand ambassadors is considered a strategic step.
Proof of the success of luxury brands when collaborating with Kpop idols to become brand ambassadors
Of course, world-class luxury brands will not issue explicit data about the sales of their luxury brands. However, there is some evidence that collaborations with Kpop idols are fairly successful.
In 2019, Channel released an exclusive lipstick collection with BLACKPINK’s Jennie. Impact? In a matter of hours, the collection was sold out. As for other cases. In 2023, Dior has just announced a collaboration with BTS’s Jimin as a new brand ambassador. As a result, Dior shares managed to skyrocket to the highest value in 31 years.
