Tiffany & Co. has just added another star to its ambassadorship team, as the luxury jewelry brand has announced K-pop sensation Jimin as its newest brand ambassador.
Jimin, member of the very popular group BTS, whose real name is Park Ji-min, has 48 million followers on Instagram and is considered one of the biggest names in the K-pop industry.
This announcement comes just a few weeks after Jimin was also named an ambassador for the house of DIOR. As part of his role with Tiffany & Co., Jimin will appear in ad campaigns and key brand events, showcasing his unique approach to jewelry styling. A statement from Tiffany & Co. reads, “Jimin will showcase his unique approach to jewelry styling as he wears iconic Tiffany & Co. designs in forthcoming campaigns.”
Jimin expressed his excitement to partner with the brand, saying, “It is a great honor to partner with Tiffany and embody the values of a brand that has a passion for design, innovation and artistry.” Tiffany’s executive vice president for product and communications, Alexandre Arnault, added, “We are proud and incredibly excited to unveil our future campaigns with him launching later this spring.”
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Jimin is not the first Korean recording artist to represent Tiffany & Co., as Rosé of the popular K-pop girl band Black Pink was also a brand ambassador for the jewelry giant in 2021. Luxury brands have been seeking partnerships with prominent K-pop stars in recent years to tap into the rapidly growing luxury goods market in Asia.
Tiffany’s parent company, LVMH, reported a record year for the jewelry brand in 2022, with an 18% increase in revenue for its jewelry and watches division. The Asia-Pacific market has become a key focus for Tiffany since its acquisition by LVMH in 2019, and the brand currently has 39 stores in China and 23 in South Korea.
K-pop has been a driving force in the luxury market, with high-end jewelers like Cartier also seeking to harness its power. Fashion labels like Chanel, PRADA, and GUCCI have also announced partnerships with South Korean celebrities in recent years. According to Morgan Stanley, luxury spending in South Korea jumped 24% last year to $16.8 billion, making South Koreans the world’s biggest luxury spenders.
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