Gucci has named six K-pop idols as global ambassadors, more than any other luxury house, from EXO’s Kai in 2019 to aespa’s Ningning in 2026. Dior and Louis Vuitton have four each, and brands owned by LVMH hold 20 of the 44 roles.
Pictured: EXO’s Kai in Gucci’s 2019 short film The Performers Act V. Gucci is #1 with six K-pop ambassador roles.
Rank
Brand
Category
Parent group
Ambassador roles
Idols (group)
First appointment
1
Gucci
Fashion
Kering
6
Kai (EXO), IU (soloist), Hanni (NewJeans), Jin (BTS), Lee Know (Stray Kids), Ningning (aespa)
BTS (all seven members, as a group), Hyein (NewJeans), Felix (Stray Kids), Lisa (BLACKPINK)
Apr 2021
4
Celine
Fashion
LVMH
3
Lisa (BLACKPINK), V (BTS), Danielle (NewJeans)
Sep 2020
5
Chanel
Fashion
Independent
2
Jennie (BLACKPINK), Jung Kook (BTS; fragrance and beauty)
Oct 2018
5
Tiffany & Co.
Jewelry
LVMH
2
Rosé (BLACKPINK), Jimin (BTS)
Apr 2021
5
Burberry
Fashion
Independent
2
Cha Eun-woo (ASTRO), Danielle (NewJeans)
Jul 2021
5
Prada
Fashion
Prada Group
2
Jaehyun (NCT 127), Karina (aespa)
Jun 2022
5
YSL Beauty
Beauty
L’Oréal
2
Danielle (NewJeans), Rosé (BLACKPINK)
Mar 2023
5
Versace
Fashion
Prada Group
2
Hyunjin (Stray Kids), Ningning (aespa)
Jul 2023
5
Dolce & Gabbana
Fashion
Independent
2
Doyoung (NCT 127), San (ATEEZ)
Oct 2023
12
Bulgari
Jewelry
LVMH
1
Lisa (BLACKPINK)
Jul 2020
12
Saint Laurent
Fashion
Kering
1
Rosé (BLACKPINK)
Jul 2020
12
Miu Miu
Fashion
Prada Group
1
Yoona (Girls’ Generation)
Oct 2021
12
Cartier
Jewelry
Richemont
1
Jisoo (BLACKPINK)
May 2022
12
Chaumet
Jewelry
LVMH
1
Cha Eun-woo (ASTRO)
2022
12
Givenchy
Fashion
LVMH
1
Taeyang (BIGBANG)
Jan 2023
12
Armani Beauty
Beauty
L’Oréal
1
Hanni (NewJeans)
Feb 2023
12
Kenzo
Fashion
LVMH
1
Vernon (SEVENTEEN)
Jun 2023
12
Loewe
Fashion
LVMH
1
Taeyong (NCT 127)
Jun 2023
12
Jimmy Choo
Fashion
Capri Holdings
1
Miyeon (i-dle)
Aug 2023
12
Moncler
Fashion
Independent
1
Yeonjun (TXT)
May 2024
12
Fred
Jewelry
LVMH
1
Jin (BTS)
Jul 2024
12
Hublot
Watches
LVMH
1
Jung Kook (BTS)
Feb 2026
No matching rows.
How this list works. Each luxury house is ranked by the number of times it has made a K-pop idol a global or house ambassador. An idol with roles at two houses counts once for each, and BTS’s group deal with Louis Vuitton counts as one role. Only roles described as global or house ambassador count. Ambassadors for a single country (such as Chanel Korea), muses, faces of a single campaign and roles called just “brand ambassador” are left out, and so are Korean beauty brands and premium labels such as Calvin Klein. Houses with the same number of roles share a rank and are listed by their first appointment, earliest first. Two appointments in the same month are listed alphabetically, and a date known only to the year goes at the end of that year. That puts Dolce & Gabbana, tied at #5 but with the latest first appointment, 11th in the list, just outside the Top 10 write-ups. The table records appointments as announced, not current contracts: some have ended, such as Lisa’s role at Celine. Together the 24 houses have made 44 appointments since October 2018. The “Parent group” column is ours and shows who owned each house in October 2026. Versace joined the Prada Group in December 2025.[5] YSL Beauty and Armani Beauty are run by L’Oréal, separately from the Saint Laurent and Armani fashion houses. “Independent” means a house that no larger luxury group owns: Chanel, Burberry, Dolce & Gabbana and Moncler. Where the data comes from: the appointments are from DabPop’s list of K-pop idols who are luxury brand ambassadors (data as of October 11, 2026), which takes each role, its wording and its date from the idol’s English Wikipedia article and the source that article credits.[1] We checked the houses in our Top 10 against brand announcements and news reports, and changed three dates. Gucci announced IU as a global ambassador on May 30, 2022, not in March.[2] Givenchy named Taeyang on January 17, 2023, where DabPop gives only the year.[3] Cha Eun-woo’s Chaumet role dates from 2022, not 2024.[4] None of these changes moves a house up or down the ranking.
The Top 10
#1
Gucci — 6 roles
Gucci’s first K-pop ambassador was EXO’s Kai. He signed in September 2019 and appeared in its Fall/Winter 2019 eyewear campaign.[6] That December, Gucci, Vogue and GQ released The Performers Act V, a short film about him (above). IU had been a Gucci ambassador in Korea since 2020, and the brand first called her a global ambassador on May 30, 2022, with a photo of her in a Gucci gown at the Cannes Film Festival.[2] NewJeans’ Hanni started working with Gucci in October 2022, three months after her debut, and took on Gucci Beauty as well in March 2024.[7] BTS’s Jin joined in August 2024, soon after he finished his military service.[8] Stray Kids’ Lee Know followed on June 30, 2025.[9] aespa’s Ningning was announced on April 29, 2026, the newest appointment in the table.[10]
#2
Dior — 4 roles
BLACKPINK’s Jisoo was a Korean ambassador for Dior Beauty from late 2019. On March 6, 2021, Dior made her a global ambassador for both fashion and beauty.[11] EXO’s Sehun had been the face of Dior Men since October 2020, and in December 2021 he became the house’s first male global ambassador.[12] Dior named BTS’s Jimin a global ambassador on January 16, 2023.[13] He later starred in the Dior Men’s Spring 2024 campaign film (above). In April 2023 Dior signed NewJeans’ Haerin, then 16, for its jewelry, fashion and beauty lines.[14]
#2
Louis Vuitton — 4 roles
Louis Vuitton made all seven members of BTS house ambassadors in April 2021.[15] That July the group modeled Virgil Abloh’s Fall-Winter 2021 men’s collection in a film shot at an arts space outside Seoul (above). On December 30, 2022, the brand named NewJeans’ Hyein a global house ambassador. At 14, she was the youngest ambassador it had ever appointed.[16] Stray Kids’ Felix joined on August 22, 2023.[17] BLACKPINK’s Lisa followed on July 23, 2024, shortly after her role at Celine ended.[18][22]
#4
Celine — 3 roles
Lisa became Celine’s global ambassador in September 2020. She was the first ambassador chosen by its creative director at the time, Hedi Slimane, who photographed her himself.[19] BTS’s V was confirmed in March 2023, when he appeared in Celine on the cover of Elle Korea.[20] NewJeans’ Danielle was named on March 22, 2024.[21] Lisa left the role in June 2024, Korea JoongAng Daily reported.[22] V has stayed with the house under its new creative director, Michael Rider, and stars in Celine’s Spring 2026 film (above).
#5
Chanel — 2 roles
BLACKPINK’s Jennie has the earliest appointment in the table. She first worked with Chanel’s Korean beauty business, and Wikipedia records her as a global ambassador from October 2018.[1] In 2023 she starred in Chanel’s film for the CHANEL 22 bag, which calls her a house ambassador. It was shot by Inez & Vinoodh on the streets of Seoul, where she was born (above).[23] BTS’s Jung Kook became a global ambassador for Chanel Fragrance & Beauty in December 2025, his first deal with a luxury beauty house.[24] BIGBANG’s G-Dragon has worked with Chanel since the 2010s. He isn’t counted here, because his role is recorded only as “brand ambassador”.[25]
#5
Tiffany & Co. — 2 roles
Tiffany named BLACKPINK’s Rosé a global ambassador in April 2021, and she fronted that year’s Tiffany HardWear campaign.[26] She returned for HardWear in 2022 (above). On March 2, 2023, Tiffany announced BTS’s Jimin as its newest house ambassador.[27]
#5
Burberry — 2 roles
Burberry signed ASTRO’s Cha Eun-woo as a global ambassador in July 2021.[28] NewJeans’ Danielle followed on January 6, 2023. Her agency, ADOR, announced it with photos of her in Burberry’s Spring/Summer 2023 pre-collection.[29] EXO’s Baekhyun has been a Burberry brand ambassador since September 2020, but that role has no global or house title, so it isn’t counted.[1]
#5
Prada — 2 roles
NCT 127’s Jaehyun started as a Prada ambassador at the Spring/Summer 2023 menswear show in Milan on June 19, 2022.[30] aespa’s Karina was named a global brand ambassador in August 2024.[31] She appears in Prada’s holiday film above. Counting Miu Miu (#12) and Versace (#5), which it bought in 2025, the Prada Group has given K-pop idols five ambassador roles.[5]
#5
YSL Beauty — 2 roles
YSL Beauty is counted apart from the Saint Laurent fashion house (#12), because L’Oréal runs it and it names its own ambassadors. NewJeans’ Danielle became its global brand ambassador in March 2023.[32] BLACKPINK’s Rosé, Saint Laurent’s global ambassador since July 2020, was YSL Beauty’s muse from January 2021 and was named its global ambassador in January 2025.[1][33] She fronts its 2026 campaign film for Care Crush hand and body cream (above).
#5
Versace — 2 roles
Versace announced Stray Kids’ Hyunjin as a global brand ambassador on July 20, 2023, and made him the face of its Holiday 2023 campaign (above).[34] aespa’s Ningning joined on February 8, 2024.[35] Both were signed while Versace belonged to Capri Holdings, the owner of Jimmy Choo. The Prada Group completed its purchase of Versace on December 2, 2025.[5]
DabPop, “K-Pop Idols Who Are Luxury Brand Ambassadors” (data as of October 11, 2026; source of the table’s appointments, each taken from the idol’s or group’s English Wikipedia article) — https://dabpop.co/posts/k-pop-idols-luxury-brand-ambassadors.
