The world’s biggest luxury consumers are Koreans who love brands, as many teenage idols here have been invited to be brand ambassadors.
On January 31, Sports Seoul analyzed how many parents are concerned about the problem that their children are increasingly following the trend of using branded goods. Part of the reason comes from the fact that brands around the world invite young idols as ambassadors. This stimulates the curiosity and desire to use expensive things of teenagers.
Young people race to use branded clothes
Specifically, reporter Jo Eun-byul said that Kim Young Shin (44 years old) – the father of a girl studying in middle school – said, ” Recently, my daughter loves Hyein of New Jeans group. So she begged me to buy a Louis Vuitton wallet because Hyein is the brand’s ambassador.”
Not only Hyein, Hani, Daniel of New Jeans, many other teen idols have received invitations to be brand ambassadors for Gucci, Burberry and Louis Vuitton.
Hyein is a young ambassador of Louis Vuitton. (Photo: Sports Seoul)
Since their debut, the teen group New Jeans has been introduced by the management company in a more commercial direction than promoting their musical skills.
The phenomenon of New Jeans reminds the audience of BlackPink back in the day. Instead of focusing on promoting talent in the early days of their debut, BlackPink debuted to the media through a press conference with producer Yang Hyun Suk’s representative.
At that time, producer Yang expressed his belief in BlackPink, but just a few days later, the 4-member group was criticized for poor communication and limited Korean. At this time, the audience expressed their disappointment with BlackPink and said that the 4 girls have never performed confidently on any stage but only focused on commercial purposes.
Jennie is the face that many brands invite to the position of ambassador. (Photo: Sports Seoul)
The source said, “YG Entertainment – the management company of many famous stars such as G-Dragon (BigBang), BlackPink – has built the image of their idols from music and then expanded into the era. Page”. This person thinks that if it is in a hurry to let teenage idols become ambassadors for brands early, it will affect the psychology and consumption habits of young fans.
As global luxury brands repeatedly send out ambassadorial offers to K-pop stars, parents worry that this will stimulate a youth culture of luxury consumption.
Spending the most money on luxury brands in the world
A recent Bloomberg News report said South Korea’s per capita luxury consumption reached the highest in the world in an article titled “The world’s largest luxury consumers are the Koreans love brands.”
At the same time, the site cites the spread of information and trends from social media such as Instagram or the profiles of celebrities as ambassadors for luxury goods as triggers. luxury consumption habits of young Koreans.
South Korea’s per capita consumption of luxury goods is among the highest in the world. (Photo: Sports Seoul)
Some argue that choosing K-pop teen stars as ambassadors for luxury brands is also a way to help push the price of these items higher and higher. A fashion expert said, “The fact that a large number of K-pop stars are chosen as luxury brand ambassadors has helped improve the country’s prestige but also contributed to influencing the habit of using luxury brands.”
In addition, the bank CNBC estimates that Korean people’s spending on luxury goods will increase by 24%, to $16.8 billion in 2022, with an average of about $325 per person. According to Morgan Stanley, per capita spending on luxury goods in Korea is many times higher than that of China and the US, at only $55 and $280.
SRC: https://vtc.vn/
