[Trend Vibes] Hallyu stars become luxury brand ambassadors

[Trend Vibes] Hallyu stars become luxury brand ambassadors

  (SOA)
Welcome to Trend Vibes, where we dive into the hottest trends in Korean culture! Today, we have reporter Yoon Se-young with us. Welcome back, Seyoung!

(WALTER)


(SEYOUNG)
Hello! Hope you all had a great week. As always, today we're going to explore the key trends currently making waves in the Korean cultural scene. Now, shall we dive into today's topics?

(SOA)
Sure, what is the first keyword for today?

(SEYOUNG)
Let's start off with luxury brand ambassadors! At the end of August, BTS member Jin was appointed as the global ambassador for the famous fashion brand Gucci. As Korean pop culture gains worldwide popularity, it's becoming pretty common to see Korean singers and actors stepping into the role of ambassadors for big-name brands.

(WALTER)

But what exactly does 'ambassador' mean? How is it different from a model?

(SEYOUNG)
I was curious too, so I looked it up! An ambassador serves as the 'representative consumer' of a brand, and their image and vibe should align with the brand. They play a role in conveying the brand's unique image to the public.
And taking a look at stars currently active as ambassadors for famous luxury brands, there are tons of them! For example, Zico is the ambassador for the Irish whiskey 'Jameson', Girls' Generation's Yoona represents Maison Valentino, actress Kim Ji-won is with Bulgari, and BlackPink's Jenny is with Chanel. NewJeans' Hye-in is with Louis Vuitton and Stray Kids' Hyunjin is the ambassador for Cartier.

(SOA)
What impact does having K-pop singers as ambassadors have on companies?

(SEYOUNG)
When Hallyu stars take on the role of brand ambassadors, it really does have an effect! Let's look at a couple of examples. When BTS's Jin visited the Gucci show earlier. he was wearing a certain necklace and after the show, that necklace sold out in the entire U.S. market. In 2021, when Dior selected BLACKPINK's Jisoo as their ambassador, sales among millennials and Gen Z increased by over 400% compared to 2020. And get this—luxury brand Miu Miu saw a 42% increase in sales within a year of appointing IVE's Jang Won-young as its ambassador.

(SOA)
Wow, that is amazing! But, there are also some downsides too?

(SEYOUNG)
That is one of the worries at hand. Idols serve as role models for teenagers. Experts warn that seeing idols wearing high-priced products may create feelings of inferiority among teenagers. Especially when they compare themselves to idols of a similar age, it could spark negative emotions.

(SOA)
Indeed. Becoming an ambassador for a well-known brand can be personally rewarding and a great honor.
However, rather than viewing it solely positively, we should think more critically about the impact it may have on the younger generation, especially teenagers.

(SOA)
Seyoung, what is the next keyword?

(SEYOUNG)
Before we dive into our next topic, I've got a quiz for you! Listen closely and see if you can get this right. How many members do you get if you combine these idol groups: BTS, IVE, and aespa?

(SOA)


(SEYOUNG)
Not quite! The answer is 17. BTS has 7 members, IVE has 6, and aespa has 4.

(WALTER)
You totally caught us off guard with that one! Why the sudden quiz, Seyoung?

(SEYOUNG)
Sorry! But since our next topic is all about the number of members in idol groups, I thought it would be a fun way to start. As you know, most K-pop idols debut as part of a group. Some may branch out into solo careers later, but it's common to start as a team. One advantage of this approach is that even if only a couple of members stand out, the entire group gains popularity.

(SOA)
Exactly! Group synergy really works in their favor. Fans also love the chemistry between members kind of like us three here!

(SEYOUNG)
True! Let's get back to the number of members. Here's a quick rundown of some currently active K-pop groups by size. Aespa and BLACKPINK have 4 members. NewJeans and ILLIT have 5. STAYC and BOYNEXTDOOR each have 6 members. BTS and BabyMonster have 7. And there are even larger groups like SEVENTEEN, which has more than 10 members! Which K-pop group has the most members?

(SOA/WALTER)


(SEYOUNG)
Our viewers might have gotten it right! The answer is NCT. If you combine their sub-units—NCT 127, NCT Dream, WayV, and NCT U—the total number of members comes to 25.

(WALTER)
Okay, so NCT has the most members among boy groups. What about girl groups?

(SEYOUNG)
That would be TripleS! They debuted last year, and guess what? They have 24 members! What's more, their members come from all over—Korea, Japan, Thailand, and even Vietnam. And get this: their oldest member was born in 2001, and the youngest in 2010. That's a pretty wide age gap for an idol group!

(SOA)
Wow, moving around with that many members must be a challenge.

(SEYOUNG)
You're right! They need several vans for transportation and have to split into multiple dorms. Oh, and here's a fun story: In July, TripleS revealed on a TV show that their monthly food expenses alone cost about 30 million won (roughly 22-thousand U.S. dollars)!

(SOA)
It's clear that group sizes vary a lot! I bet both small and large groups have their own perks.

(SEYOUNG)
Exactly. Although there's no official standard, a group with 5 or fewer members is usually considered small, while 6 or more members is classified as a larger group. Large groups have the advantage of catering to a wide range of fan preferences. They can also form sub-units, making it easier for members to pursue acting or variety show opportunities, showing fans a different side of themselves. Plus, with so many members, it's not as noticeable if one or two are missing due to other schedules.

(WALTER)
But more members must also mean higher costs, right?

(SEYOUNG)
Exactly. Larger groups have higher operational expenses, and individual members might not get as much time in the spotlight. Sometimes, only a few members receive the most attention, which could leave others feeling overlooked.

(WALTER)
That makes sense. But is there a difference between having an even or odd number of members?

(SEYOUNG)
Actually, yes! According to fans, odd-numbered groups—like those with 5, 7, or 9 members—tend to have more visually pleasing choreography. With an odd number, it's easier to create symmetry, especially when one member is positioned at the center during performances. In fact, Taeyeon from Girls' Generation once said in 2015 that odd-numbered groups are easier to choreograph. But even-numbered groups have their perks too—like when they need to pair up for games on variety shows or dance performances!

(SOA)
It's just like when you go on a trip with friends. (amuzement park rides, etc.)
Seyoung, so what would you say is the ideal number of members?

(SEYOUNG)
Every group has its own unique story, personality, and musical style. Over time, what matters most isn't how many members they have but how well they express themselves through their music and performances. And let's be real—fans will always think that their favorite group has the perfect number of members!

(SOA)
Seyoung, that was a very new perspective about idol groups we talked about today.
Can't wait for next week's topics!
Thank you for that Seyoung. And thank you Walter as always.