South Korean culture’s meteoric ascent on the global stage has gone far beyond K-pop beats or K-dramas tugging at heartstrings. From Korean cuisine and instant noodles to skincare, entertainment and music, the “Korean Wave” or Hallyu is now deeply embedded in mainstream global culture. Luxury brands, always on the lookout for cultural influencers with mass appeal, are increasingly collaborating with South Korean stars — a testament to the undeniable strength of the K-pop and K-drama phenomenon.
What began as a cultural export has now evolved into a global movement that’s reshaping the dynamics of fashion, beauty, and branding. The influence of K-pop idols and Korean celebrities isn’t limited to their artistic prowess alone. Their commanding presence on social media, coupled with a fiercely loyal global fan base, is making them highly sought-after faces for some of the world’s most prestigious luxury houses. From Paris to New York, these stars are now regular front-row fixtures at global fashion weeks and headline campaigns for brands like Chanel, Louis Vuitton, Dior and more.

1. Lisa (BLACKPINK)

With over 106 million Instagram followers, Lisa of BLACKPINK stands out as a global icon known for her talent, charisma, and impeccable style. Fusing hip-hop, pop, and dance with international fashion sensibilities, Lisa has become a favourite muse among top luxury brands. She was formerly affiliated with Celine and is still with Bulgari, where she fronted major campaigns, including a limited-edition watch and the B.zero1 jewellery collection.

Since July 2024, Lisa has been the global brand ambassador for Louis Vuitton, further cementing her dominance in the luxury space. She has also represented MAC Cosmetics since 2020, starring in numerous campaigns, including the vibrant M·A·C x L lineup.

2. Jennie (BLACKPINK)

Jennie became a global fashion darling when she was appointed brand ambassador for Chanel in 2017. She’s now synonymous with the French luxury house, appearing regularly at Chanel shows and fronting campaigns like Coco Crush (fine jewellery) and the Chanel 25 handbag line. Her most recent appearance was at Chanel’s Spring/Summer 2025 show in Paris.
She’s also a global ambassador for Calvin Klein, first introduced in 2021 via a campaign with designer Heron Preston. Her capsule collection, Jennie for Calvin Klein, was a pastel-hued, logo-infused blend of personal style and global appeal — a true reflection of her influence.

3. Jisoo (BLACKPINK)

With 79.7 million Instagram followers, Jisoo is known not only for her music and acting but also for her impeccable fashion sense. Her partnership with Dior began in 2019 as a local ambassador and elevated to global ambassador for fashion and beauty in 2021. She’s featured in several campaigns including Dior’s Bobby bag.
In 2022, Cartier named her a global ambassador, where she fronted the Panthère de Cartier collection. Since 2024, she has also served as the global ambassador for Tommy Hilfiger, leading campaigns for Fall 2024, New Year Capsule 2025, and Spring 2025 collections.

4. Song Hye Kyo

The Glory actress became Fendi’s first Korean global ambassador in 2021. Regularly spotted with Fendi’s Peekaboo and Baguette bags, she brought the brand into Korean pop culture with her character in The Glory carrying the Peekaboo I SeeU Mini on screen — a seamless blend of drama and luxury branding.

5. Bae Suzy

Singer and actress Bae Suzy is the Ambassador of Elegance for Longines, the Swiss luxury watchmaker. She also joined Celine as a global ambassador in 2024, reinforcing her sophisticated and timeless image.

6. Rosé (BLACKPINK)

Rosé holds ambassadorships with three major names: Yves Saint Laurent, YSL Beauty, and Tiffany & Co. She became YSL’s first global ambassador in 59 years in 2020, appointed by creative director Anthony Vaccarello. Her appearances at the Met Gala and Cannes Film Festival in YSL creations have made headlines globally.
With Tiffany & Co., she starred in the HardWear campaigns (2021–22) and the Tiffany Lock campaign (2023), which also led to the launch of a limited-edition Rosé Edition collection featuring pink sapphires and 18k rose gold.

7. Hyein (NewJeans)

At just 14, Hyein was named Louis Vuitton’s youngest global brand ambassador in 2022. She debuted at LV’s Fall/Winter 2023 show, turning heads in a sleek white halter top and black platform boots. Hyein’s youthful energy and elegant style continue to draw attention at every major LV event.

8. Dahyun (TWICE)

Rapper and TWICE member Dahyun became the global brand ambassador for Michael Kors in 2023. She made her runway debut at the Spring/Summer 2025 show in New York and has since featured in numerous campaigns, including those inspired by the jet-set lifestyle of Ibiza.

9. Sana (TWICE)

Joining Prada in 2023, Sana has quickly become a recurring face in their global campaigns and runway events. She appeared in the Eternal Gold fine jewellery campaign alongside other rising stars, solidifying her presence in the luxury landscape.

10. Hanni (NewJeans)

Initially appointed Gucci’s global ambassador in 2022, Hanni expanded her partnership to include Gucci Beauty in 2024. She’s led major campaigns like the Gucci Horsebit 1955 bag and appeared at the brand’s Cruise 2024 showcase in Seoul.

11. Wonyoung (IVE)

Jang Wonyoung has been the face of Miu Miu since 2022. From the Miu Miu Upcycled Denim campaign (Jan 2024) to international events, she continues to embody the brand’s youthful chic aesthetic.

12. Lim Ji Yeon

Following her global breakthrough in The Glory, Lim Ji Yeon joined Loewe and debuted in the brand’s Spring/Summer 2024 campaign — a rising star seamlessly blending cinematic acclaim with fashion.

13. Minji (NewJeans)

Minji made history in 2023 as Chanel’s first triple-category ambassador — representing fashion, beauty, and jewellery simultaneously. Today, she continues to serve as a global ambassador for the house.

14. Miyeon ((G)I-DLE)

Miyeon, the group’s main vocalist, was appointed Jimmy Choo’s global brand ambassador in August 2023. She debuted in the Fall 2023 campaign alongside model Rebecca Longendyke, showcasing the brand’s glamorous edge.

15. Jung Ho-yeon

After gaining international acclaim with Squid Game, model-turned-actress Jung Ho-yeon became Louis Vuitton’s global ambassador in 2021. Her striking look and confident runway presence perfectly align with the brand’s avant-garde vision.