The LOEWE FOUNDATION, with more than 35 years of history, continues to translate LOEWE’s cultural heritage into international projects that support literature, photography, dance, visual arts, and craftsmanship.

For Alberto Merlo, its work is less about the direct relationship between art and luxury, and more about creating a dialogue between the corporate, artistic, and institutional worlds to generate meaningful cultural impact.

Through initiatives such as the LOEWE FOUNDATION Craft Prize, the Foundation offers artists global visibility, professional connections, and long-term platforms that can transform creative careers.

The Korean Wave—known as Hallyu—has transformed global culture, from K-pop and K-dramas to fashion and film. Luxury giants like LVMH and Kering are racing to sign Korean stars as global ambassadors, redefining the meaning of prestige. Icons like BTS, BLACKPINK’s Jisoo, and Kim Taehyung (V) of BTS have not only boosted sales for brands such as Dior, Louis Vuitton, and Cartier, but also proven that cultural influence directly drives financial value. With Dior’s sales in South Korea doubling under Jisoo and soaring to record highs after Jimin’s ambassadorship, and Cartier necklaces selling out instantly after V’s campaign, luxury marketing has entered a new era—where fan devotion, social virality, and cultural capital are as valuable as heritage. As BTS prepare for their 2026 world tour and Hybe’s stock doubles, one truth is clear: securing the right K-pop face is no longer just branding, it’s a global business strategy.