BTS has now been announced as Louis Vuitton‘s latest House ambassadors. In recent years, the K-pop supergroup has globally taken over the music world to become a certified pop culture sensation. 

“I am delighted BTS are joining Louis Vuitton today. I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture. I can’t wait to share all the very exciting projects we are working on, said Virgil Abloh.

“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us,” added BTS.

Why do brands choose K-Pop stars? 

According to WWD, the deals speak to the broad appeal of these musicians, particularly in North America and Asia-Pacific, the two key growth engines for luxury brands, especially during the coronavirus crisis.

“K-pop artists are one of the most universally effective influencers,” said Joo Woo, vice president and divisional merchandise manager of men’s and gifts at Neiman Marcus. “Luxury brands want to tap into Asia’s purchasing power and speak to a younger customer.”

Therefore it is not a surprise when BTS has been chosen to represent Louis Vuitton. In the past, G-Dragon was also chosen to represent Chanel, and in the current times, Jennie was chosen to represent Chanel, Lisa for Celine, Jisoo for Dior, and Rose for Saint Laurent.

And remember in our last article that Asia has a huge purchasing interest. 

China has such a good market. China’s luxury goods market saw 20% growth for its second-straight year in 2018, to $25 billion (€23 billion) in sales, driven by rising demand. Therefore it's just a market that’s too valuable to lose. 

WGSN tells Forbes: “Chinese consumers, especially the younger generation, are digital-savvy and well informed, with a strong sense of pride in their country. They do not appreciate the exoticization of Chinese culture, and brands need to ensure they do not appear patronizing toward Chinese consumers in their marketing messages.”

“Brands have to remember that when entering their market, they are guests,” Grassi says. “They should behave and respect the country, no matter what their personal beliefs are.”