Opinion Why K-pop idols are the new faces of global luxury: from

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From Blackpink’s Lisa representing Celine to Exo’s Kai modelling for Gucci, forward-thinking luxury brands are going all-in on Korean brand ambassadors for truly worldwide recognition
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Last week I was chatting with the CEO of a Korean luxury skincare brand who lives in the United States and is originally from Seoul. I asked about the differences in culture between her Korean and American consumers, and she immediately lit up, smiled, and answered: “For Koreans, it is all about how we look. It is an investment in our future, in our life, in our success.” A strong statement that might not ring true for everyone, but which explains why

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