the lvmh vs kering race for k-pop talent
KPOP Demon Hunters breaking records since its premiere on Netflix.
HALLYU - SOUTH KOREA’S CULTURAL WAVE CONTINUES…
The phenomenon of Hallyu—the Korean Wave encompassing K-pop, K‑dramas, fashion, and more—has rapidly reshaped global cultural preferences. Luxury brands are increasingly aligning themselves with this trend to connect emotionally with younger, global audiences.
Did the South Korean cultural wave begin when Psy danced his way into global fame with Gangnam Style? Or when Korean films like Parasite and Minari took Hollywood by storm? Perhaps it was the K-dramas that swept streaming apps worldwide. Whatever the exact moment, Hallyu—may not have a definite starting point, but by 2023 luxury brands had undeniably built an entire strategy to become early recruiters of emerging K-pop stars. It became a race to find the next icons with the same global influence that BTS and BLACKPINK had paved the way for.
BTS, in particular, broke through the final barriers between K-pop and the global mainstream.
In 2021, they were named Louis Vuitton global ambassadors, marking a turning point for luxury’s embrace of Korean talent.
Beyond music, their cultural impact was unprecedented—they became Grammy-nominated artists, appeared on the cover of TIME magazine as Entertainers of the Year, addressed the United Nations, and sold out stadiums across continents.
BTS proved that Korean artists could not only dominate the charts but also embody the aspirational, global identity luxury brands strive to represent.
In 2023, the lvmh vs kering race for k-pop talent started
According to multiple news sources including System Magazine, Vogue Business, and Business Insider, 2023 marked the official start of the race for K-pop talent as global ambassadors. The big luxury fashion houses began strategizing and deploying dedicated teams to identify and secure rising K-pop stars before their fame peaked. Louis Vuitton, for example, reportedly created a special taskforce in Paris that year, securing nearly half of its new global ambassador contracts from Korean stars. This was not just a creative move but a calculated business decision—after witnessing the substantial revenue growth and cultural reach the Hallyu wave brought to their sales. As a result, luxury has once again reshaped its own definition: evolving from a world of heritage exclusivity into one that embraces cultural currency, global youth influence, and the virality of pop culture.
The influence of BLACKPINK’s Jisoo doubled Dior’s sales —from roughly US $ 253 million to US $ 473 million
Her social posts generated up to US $15.7 million in earned media value (EMV)
Dior & the Jisoo–Jimin Effect
Jisoo’s Influence (2021 onward)
Since being appointed Dior’s global ambassador in 2021, BLACKPINK’s Jisoo played a transformative role in expanding the brand’s footprint. Her influence helped nearly double Dior’s sales in South Korea—from roughly US $253 million in 2020 to US $473 million
Additionally, during Paris Fashion Week shows, her social posts generated up to US $15.7 million in earned media value (EMV)—a substantial portion of Dior’s total that seasonThe Jimin Surge (2023)
In January 2023, Dior appointed BTS’s Jimin as its global brand ambassador—making history as its first Asian male ambassador - same announcement led Dior’s stock to climb to a 31-year high, soaring to around ( €789 ) within days.Over the course of 2023, Dior’s revenue in South Korea surpassed a remarkable 1 trillion won (approx. US $746 million)—the highest since the luxury house entered the market
Social media traction also surged—just two Instagram posts by Jimin generated US $16.7 million in EMV, accounting for 54% of Dior’s total EMV during Paris Men’s Fashion Week
luxury has once again reshaped its own definition:
evolving from a world of heritage exclusivity into one that embraces cultural currency, global youth influence, and the virality of pop culture.
Gucci Enters the K-Pop Arena
In a strategic move to deepen its connection with Gen Z and the broader cultural wave, Gucci has also embraced the power of K‑Pop in its ambassador strategy. In August 2024, BTS’s Jin was unveiled as a global brand ambassador—a selection applauded for his “magnetic personality” and unique personal style. This was followed in June 2025 by Gucci naming Lee Know of Stray Kids as another global ambassador—over a year after his high-profile appearance at Gucci’s Cruise 2025 show in London hinted at an evolving partnership. These appointments underscore Gucci’s deliberate strategy of tapping K-Pop’s cultural resonance—leveraging artists admired for individuality, authenticity, and massive global followings—to revitalize brand appeal and uptake among younger, digitally native consumers.
Cartier & the V Effect
Cartier & the V Effect
BTS’s V (Kim Taehyung) as Cartier Ambassador (2023)
In July 2023, V of BTS was named Cartier’s global ambassador for the Panthère de Cartier campaign. The sheer enthusiasm for the campaign pushed Cartier’s website to crash from traffic; notably, the 35 million Korean Won (USD $26,700) necklace he wore sold out instantlyPost-Military Sell-Out Frenzy (2025)
Even outside of formal campaigns, V’s influence remains powerful. After his military discharge in June 2025, everything he was seen wearing sold out rapidly—including a USD $13,500 Cartier Santos‑Dumont watch, an orange designer chair, a keychain, and even a book—all gone within hours. This episode highlights how V’s presence alone continues to drive remarkable consumer behavior and demand for Cartier.
Interpretive Insight
These figures underscore a bold shift in luxury marketing strategy: from heritage and exclusivity toward cultural influence, emotional connection, and youth-driven social capital. Ambassadors do more than lend their faces—they inject cultural virality, fan-fueled purchasing power, and untapped digital momentum directly into brand DNA.
2025 and beyonD: Cultural Returns Fuel Luxury’s Youthful Race
On a broader business level, Korea’s K-pop powerhouse turned powerhouse corporate player, Hybe, has seen its stock and influence fluctuate significantly—mirroring the cultural momentum of BTS itself.
Hybe’s surge and the IPO wave: After going public in 2020, Hybe positioned its founder, Bang Si‑hyuk, as a rare Korean entertainment entrepreneur achieving billionaire status—with a Forbes-estimated net worth of around USD 1.5 billion as of August 2024
By mid-2025, his net worth had climbed further to US $2.4 billion, showcasing Hybe’s sustained financial power
This explosive return has ripple effects for luxury houses:
Luxury brands now need to stay nimble: as they chase cultural relevance, the stakes are higher than ever for aligning with artists who command both fan devotion and markets.
Hybe’s strength underscores that cultural icons like BTS are not just endorsements—they are economic catalysts, potentially redefining market trajectories and brand competition.
The HYBE stock chart (Source: Yahoo Finance) in mid-2025 offers a clear illustration of how deeply intertwined cultural moments and market value have become.
From April levels near 200,000 KRW (143,65 USD), shares surged by more than 50% to over 318,000 KRW (228,41 USD) in July—timed precisely with the completion of BTS’s military service and the announcement of their 2026 comeback world tour. While multiple factors drive stock markets, this rally underlines a compelling truth: the cultural capital of K-pop icons translates directly into economic capital.
For luxury houses, the message is unmistakable. The same fan devotion that can lift a company’s market valuation is what brands like LVMH and Kering are vying to capture through ambassadorships. These are not just marketing decisions—they are strategic business moves.
In this new era, securing the right K-pop face is no longer just marketing—it is high-stakes business strategy on a global scale.
References:
Business Insider – Meet Felix Lee, the Gen Z Korean star who's become a Louis Vuitton muse
TIME – What Is Hallyu and Why Are Luxury Brands So Obsessed With It?
System Magazine – Influence: K-Pop’s Relationship with Luxury
Vogue Business – Forget Hollywood: BTS, BLACKPINK, and the Rise of K-Pop Luxury Ambassadors
Gucci enters the arena
Teen Vogue – BTS’s Jin Is Named as Gucci’s Newest Global Brand Ambassador
Business Today Malaysia – Gucci Gets K-Pop Boost With Lee Know as Global Ambassador
Dior, Jimin, Jisoo & the “Ambassador Effect”
Vogue Business – The Business of BLACKPINK
Vogue Business – Dior Maintains Its Stronghold on the Digital Landscape (VB Index)
Koreaboo – Dior Achieves All-Time High Stocks After Announcing BTS’s Jimin as Global Ambassador
South China Morning Post (SCMP) – The Jimin Effect: How Teens Feel Pressure to Buy Luxury Fashion Endorsed by BTS’s Dior Influencer
The V Effect (Cartier)
Indian Express – Cartier V: BTS’s Kim Taehyung Sells Out Panther de Cartier Necklace in Minutes
KimTaehyungGlobal – Brand Influence Metrics: The V Effect
Hybe, Bang Si-hyuk & the Business Context
