
European luxury brands are increasingly focusing their attention on the Asian market, particularly China, South Korea, Thailand, and Japan, by appointing artists from this region as global brand ambassadors. For example, Lisa BLACKPINK, a Thai celebrity who has a career in South Korea, has been appointed as the Global Ambassador for Celine until June 2024 before her term ends and is now strengthening the luxury jewelry line of Bvlgari with her debut appearance at the Bulgari High Jewelry Show in Taormina, Italy. Meanwhile, Song Hye Kyo has been appointed as the first ambassador from South Korea for Fendi since February 2021 and recently celebrated the Bee My Love campaign for Maison Chaumet.
Why is the Asian market increasingly being noticed now? Let's discuss a bit!