Global Luxury Strategy: How Artists from Korea, China, and Thailand Become the Face of European Brands

The dominance of Asian celebrities in the global ambassadors lineup is becoming increasingly evident. Jennie Kim has been trusted to be the face of the Chanel 25 bag campaign and has been a House Ambassador for Chanel since 2017.

From Thailand, Bright Vachirawit collaborates with Burberry as a global Brand Ambassador since 2022, frequently appearing in international campaigns and at London Fashion Week events.

In China, actor Zhang Linghe and supermodel He Cong enliven the Gucci campaign for Chinese Valentine’s Day as Brand Ambassadors. Zhang Linghe also represented Chopard and Gucci at the Cannes Film Festival 2025.

The main reason luxury brands appoint Asian celebrities as global ambassadors is the recognition of the importance of the Asian market as a strategic force. As the middle class grows and purchasing power increases in Asian countries, European brands want to present a local face to assert cultural and emotional relevance with local consumers. The presence of ambassadors from Asia strengthens brand positioning as global yet local, bridging the aspirations of customers from diverse backgrounds.

In the context of South Korea, the phenomenon of “Hallyu” or the Korean wave has created a highly enthusiastic global fanbase. K-Pop idols like BTS and BLACKPINK have high engagement among Gen Z, making them an effective bridge for luxury brands to reach a young yet loyal market. Furthermore, Korean consumers are known for their love of hunting for limited editions and seasonal collections, making them a highly profitable market for luxury labels.

The Chinese market is even larger: in recent years, China has become the engine of growth for the global luxury market. Chinese consumers hold about one-third of the world's luxury market share, making the presence of local celebrities in global campaigns an important strategy to build trust and aspiration. Chinese actors and musicians are able to bridge domestic tastes and global expectations without sacrificing brand prestige.

Meanwhile, the Thai market has shown significant growth in recent years, driven by luxury tourism and the rising income of the middle class. Luxury brands are hosting fashion shows, pop-up stores, and digital campaigns specifically for the SEA (Southeast Asia) market, while appointing local ambassadors to maximize cultural resonance. By collaborating with figures like Lisa, Bright Vachirawit, Win Metawin, Apo Nattawin, and Davika Hoorne, European brands have successfully leveraged the uniqueness of Thai culture while expanding their regional and global market share.

The strategic moves of these European luxury brands prove that the faces and voices of Asian artists are not just symbols of fleeting trends, but keys to bridging the aspirations of global customers who increasingly prioritize cultural connection and international exclusivity. What do you think, KLovers?