Almost every month, global brand ambassador announcements flood the news and social media. Asians have been making waves in the world of brand endorsements with the rise of purchasing power in the Far East, and most big names in fashion and beauty don’t want to miss out. Driven by the significant buying power of these celebrities’ vast fan bases, Asian males endorsing everything from fashion and fragrances to makeup and skincare are becoming central to international brand campaigns.
For instance, China’s “King of Luxury” actor and singer, Xiao Zhan, has over 30 endorsements, including beauty, fashion, horology and carmakers. His “effect” on consumers is immediate: following the announcement of his partnership with Nars Cosmetics, sales went up by 207 times, generating over US$11mil (RM49mil), per iNews. From Chinese stars to Korean celebrities, and more recently, big names in the Thai entertainment scene, “fan economy” is alive and well and making sales for big brands globally.
Youthful energy “King of Mandopop” Jay Chou has also shown his enduring influence through a recent appointment as brand ambassador to the luxury skincare brand La Mer. Chou’s unique ability to continuously reinvent himself has captured the hearts and imagination of millions of fans worldwide, which is a trait that is in line with the brand’s youth-preserving skincare innovations. With over 30 million albums sold worldwide throughout his illustrious career, Chou has achieved remarkable success with a unique musical style, earning him a massive fan base across Asia and beyond.
He has also starred in several successful films and is a critically acclaimed director. Through all his achievements, youthful energy is the creative fuel that guides him. Worldwide sensation Jin, a member of BTS, the biggest K-pop group in the world, is the latest star to join the lineup of Gucci’s global brand ambassadors, which caused fans to crash the Italian luxury brand’s website shortly after the news broke.
Since their debut in 2013, BTS have become a global sensation, winning multiple awards at the Billboard Music Awards and making history as the first Korean artists to top the Billboard Hot 100 chart. Jin showcased his individual talent and versatility in October 2022 with the release of his debut solo single, The Astronaut , and has been described as warm and kind with a magnetic personality. In this role with the brand, Jin will represent the fashion house across a range of initiatives and events.
He is also the first global ambassador for French jewellery brand Fred. Read more: Gucci names Jin of BTS as its global brand ambassador Strategic partnership French beauty brand L’Occitane recently announced K-pop star Mingyu as their first ever brand ambassador for Asia. This collaboration marks the first time the brand has appointed an ambassador specifically for Asia, believing that Mingyu’s positive personality aligns well with the brand’s authentic and nature-friendly image.
A member of the K-pop boy group Seventeen, Mingyu is known for his striking appearance, charismatic stage persona and impressive physique. He is also often referred to as the “mood maker” of the group thanks to his lively demeanour. The group recently released 17 is right here, which achieved cumulative sales of over three million copies, with their song Maestro topping the iTunes “Top Song” chart in 32 countries and regions worldwide.
Mingyu is also a local ambassador for Italian luxury brand Bulgari and a brand ambassador for French luxury fashion house Dior. Endearing personality Thai actor and model Jirawat Sutivanichsak was named as a Bottega Veneta brand ambassador recently, adding yet another new face from the “The Land of Smiles” to the luxury brands roster. A rising star in the Thai entertainment industry, he is known as Dew Jirawat and has taken on leading roles in several internationally-acclaimed series, and has been described as a down-to-earth person, endearing him to fans globally.
Dew made his acting debut in the series F4 Thailand: Boys Over Flowers , a Thai adaptation of the Japanese manga Hana Yori Dango by Yoko Kamio, and has gone on to star in several other series as well as performing in concerts with his F4 cast members. Beyond his acting career, Dew has a deep appreciation for the arts, particularly drawing. Read more: Louis Vuitton announces global K-pop star Lisa as newest ambassador Charismatic presence South Korean actor Gong Yoo is one of Louis Vuitton’s latest House ambassadors.
The versatile and charismatic star has had a remarkable journey in the entertainment industry, from his breakthrough performance in the series Coffee Prince to his critically acclaimed role in the thriller Train To Busan . He recently starred in the thriller The Silent Sea . Gong Yoo has consistently pushed boundaries and demonstrated an unwavering dedication to his art.
Born Gong Ji-cheol, his stage name is a combination of his father’s family name “Gong” and of his mother’s family name “Yoo”. His endeavours extend beyond acting, and he is involved in projects that include efforts to raise awareness about environmental issues and mental health. A prime example of how celebrity status can impact society as a whole, the actor’s fans consistently support his charitable initiatives, such as celebrating his birthday by donating to worthy causes.
Last year, fans made donations in the name of the star’s official fan club, Yoo & I, to the Korea Childhood Leukemia Foundation. Keeping it interesting Another Thai star making a name for himself across the globe is Win Metawin Opas-iamkajorn, who is an ambassador for Prada, Tiffany & Co. and Puma, as well as being a businessman.
He reportedly contributed US$9.8mil (RM43.77mil) in EMV (Earned Media Value) to Prada in 2022, the highest amount of EMV for a Thailand-based celebrity that year.
In March, German sportswear brand Puma announced his appointment as the South-East Asia brand ambassador. Fluent in Thai, English and Mandarin, the actor and model also owns several businesses, including the fashion brand Velence which donates part of its revenue to orphanages; Souri, a confectionery business he co-owns with his sister, and Velato, a premium ice cream brand..
