Luxury labels from all over the world continue to turn to Asia’s brightest stars.
Last year has been huge for Asian stars, as many have been tapped to become the brand ambassadors for some of the biggest labels around the world.
These celebrities wrapped up 2024 with new brand ambassadorships and are starting 2025 with their new roles.
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Byeon Woo-seok
Just in November 2024, South Korean actor Byeon Woo-seok joined forces with two global brands. Prada announced Byeon as its latest brand ambassador in the beginning of the month while Cartier confirmed their partnership on the 22nd.
“I am honored to be able to work with Cartier, who has endlessly taken on new creative challenges that transcend time while also presenting elegant designs steeped in expert craftsmanship,” Byeon said about his partnership with the luxury jeweler.
Before acting, Byeon pursued a modeling career, working with both local and international designers until 2017. After several minor roles in television dramas, he landed lead roles in Record of Youth, Moonshine, 20th Century Girl, Lovely Runner, and more.
Kim Soo-hyun
Also in November last year, Kim Soo-hyun became the new face of Jo Malone London, as the brand’s Asia ambassador. “We are thrilled to partner with Kim Soo Hyun as a brand ambassador,” said Jo Dancey, global general manager of Jo Malone London.
“His dedication and passion for creating high-quality content deeply resonate with Jo Malone London’s commitment to craftsmanship. His ability to connect with audiences both on and off-screen makes him the ideal ambassador for our brand.”
Then in December, Kim joined his fellow Korean actor Byeon as Prada’s new brand ambassador. Now known as the “King of Product Endorsements,” Kim first rose to fame in 2011’s Dream High. His popularity continued to soar with dramas such as Moon Embracing the Sun, My Love from the Star, It’s Okay to Not Be Okay, and his latest hit show, Queen of Tears.
Danielle
In December last year, Swiss luxury watch brand Omega welcomed NewJeans’ Danielle to the family. “A radiant debut from Danielle Marsh. The New Constellation sparkles with her signature style,” the brand stated on Instagram.
The South Korean-Australian’s timepiece of choice is the 28 mm New Constellation in stainless steel and 18K Moonshine™ Gold. “Diamond-paved bezel meets a dazzling green dial,” the caption reads.
Since 2023, Danielle has become the ambassador for several brands, including Burberry, Yves Saint Laurent Beauty, and Celine.
Thai Stars for Valentino
In December 2024 and January 2025, Valentino has already tapped two beloved Thai stars to represent the Italian fashion house.
The first was actor, singer-songwriter, and producer Jeff Satur, known for his roles in KinnPorsche and The Paradise of Thorns as well as his solo music career. “Fashion, for me, is about having fun and embracing the idea that beauty holds a deeper and more diverse meaning,” he shared.
“Being part of Maison Valentino and Alessandro Michele’s creations allows me to witness how such beauty is captured in every detail. I am truly honored to be part of this family and to embark on this journey,” Satur continued.
The maison’s latest partnership is with Freen Sarocha, its first female brand ambassador from Thailand. Just last year, she starred in the films Uranus 2324 and Rider. The actress also attended the 77th Cannes Film Festival, where she was one of the honorees in the Women in Cinema panel.
“It is my greatest honor to take part in turning the next page of Maison Valentino’s history, where artistry and heritage enter a new contemporary era under the visionary Creative Director Alessandro Michele,” Sarocha stated.
Banner image via Instagram @byeonwooseok.
