10 Korean celebrities who are brand ambassadors for luxury jewellery houses
Simply iconic
Over the past few years, Korean celebrities have made a significant impact on a global scale, leaving their mark across diverse industries ranging from fashion to high-end watches. From time to time, we would witness them being named ambassadors to some of the biggest luxury brands in the world. What’s more intriguing is that more and more jewellery houses are following suit, recognising the global appeal and power that these A-listers bring. Ahead, we have rounded up ten Korean superstars who have taken on prominent roles as the faces of esteemed jewellery houses such as Chopard, Bulgari, and more.
Aespa
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Just two years after debuting, the girls of Aespas have been tapped as the global ambassadors of Chopard, joining the ranks of Julia Roberts and Zhang Zifeng. The decision was prompted by Caroline Scheufele, Chopard Co-President and Artistic Director, who was drawn to the abundant talent and joie de vivre exhibited by the four members—Karina, Winter, Giselle and Ningning. Since the appointment, the K-pop girl group has fronted some of the House’s key collections, including Happy Sport Diamond watches, Happy Diamonds, Ice Cube jewellery, Alpine Eagle watches, Precious Lace jewellery, and the My Happy Hearts jewellery collection.
Lisa of Blackpink
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With 100 million followers on Instagram, it’s no surprise that Lisa is a magnet for a slew of brands, including Bulgari. The Blackpink member has been linked with the Italian brand since 2020, leveraging her bold persona and edgy image in campaigns like the B.zero1 and Divas’ Dream collections. The multi-hyphenate previously appeared at the House’s Serpenti exhibition in Seoul and attended the launch of the Mediterranea High Jewellery line in Venice.
V of BTS
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Prior to his military enlistment, V joined the Cartier family and became the face of the Panthère de Cartier campaign. Arnaud Carrez, Senior Vice President and Chief Marketing Officer of Cartier, expressed: “When it came to embodying the magnetism and aura of the panther, our choice naturally fell on V. He has the look and strength of character.” Likewise, his inventive spirit and captivating gaze further solidify him as the perfect ambassador of the French jewellery house.
Sana of Twice
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Sana etched her name in history last year as the first Japanese brand ambassador for Graff. The Twice member stirred the internet with images of her clad in the iconic yellow diamond high jewellery synonymous with the British jeweller. Subsequently, she adorned herself with jewellery pieces from the Tilda’s Bow collection and showed up at the House’s Ginza store’s second-anniversary celebration in November last year.
Jimin of BTS
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The Bangtan Boys remain unstoppable even during their hiatus. Jimin, in particular, has not only launched his first official album but also secured the role of ambassador for Tiffany & Co. in March last year. Executive Vice President of Product and Communication, Alexandre Arnault, asserts that his energetic presence and distinctive style are the qualities that make him an essential addition to the star-studded list. To celebrate the new chapter, the global pop sensations step in front of the camera for the ‘This is Tiffany’ campaign alongside Zoë Kravitz and Gal Gadot.
Yoona of Girls’ Generation
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Qeelin, a Chinese fine jewellery brand, introduced Yoona as its brand ambassador last year. The singer-turned-actress is a natural fit for the Hong Kong-based label thanks to her endearing demeanour, which perfectly resonates with the House’s mission to showcase oriental beauty on the global stage. In her latest Qeelin campaign, Yoona dons the Wulu 18 Diamond collection, which features a contemporary gourd shape that reinterprets the luck symbol on a necklace, earrings and bangle.
Rosé of Blackpink
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Rosé was named the global ambassador for Tiffany & Co. in 2021. Of the announcement, the South Korean singer says: “To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me.” She marked her debut as the spokesperson of the American jewellery house with the Tiffany Hardwear campaign and has since been actively involved in other campaigns, notably the Tiffany Lock and the Tiffany Lock Rosé Edition.
Jisoo of Blackpink
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Jisoo’s connection with Cartier dates back to 2020 when she collaborated with the French jewellery house for a digital project centred on Pasha de Cartier watches, together with Sehun of EXO. Two years later, the South Korean singer was extended the invitation to become the brand ambassador, officially becoming a part of the prestigious Panthère community. The elite circle spotlights notable personalities such as Ella Balinska, Mariacarla Boscono, Annabelle Wallis, and Yasmine Sabri.
Song Hye Kyo
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As one of South Korea’s most accomplished actresses, Song Hye Kyo has garnered admiration from numerous brands, including Chaumet, which appointed her as ambassador in 2018. The designation holds significance as she is known as a woman of grace and character, a quality she shares with the heritage jeweller. Whether she’s gracing the House’s High Jewellery gala dinner in Paris or gracing the pop-up store in Singapore, ‘The Glory’ actress never fails to enchant audiences with her presence adorned by the elegance of Maison’s creations.
Han So Hee
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Boucheron revealed Han So-Hee as its first Korean global ambassador in June 2023. The announcement was paired with visuals of her wearing jewellery pieces from the Quatre and Serpent Bohème collection. When asked about the reason for her selection, the French jewellery maker explains: “Remaining singular, stylish and bold has always been part of her role choices as an actress and self-expression in daily life and is true to the free spirit of the Maison. She embodies strength and protection, which is a reflection of our iconic Quatre collection.” The ‘Gyeongseong Creature’ actress joins Xiao Zhan as the face of the brand.
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