Gucci Banks On BTS’ Jin Popularity As Latest Celebrity Endorser

Luxury brand Gucci has announced BTS’ member Jin as its latest global celebrity brand endorser.?

The 31-year-old— is the oldest member of the phenomenal K-pop boyband—and was the last of the seven members to clinch a solo endorsement deal with a major luxury house, as he had to serve his mandatory conscription service between December 2022 and June 2024. Just before this deal, he secured a similar endorsement deal with French jeweller Fred.?????

While the band as collectively served as Louis Vuitton brand ambassadors from 2021, the other six members have scored personal endorsement deals with luxury brands since early 2023. For example, the likes of Valentino, Celine, Dior, Calvin Klein, Bottega Veneta and Louis Vuitton have all been involved in these deals.???

Following the announcement, Gucci’s Creative Director Sabato de Sarno, stated,??“I am very excited to welcome Jin as Global Brand Ambassador. His warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honoured to share this journey with him.”

According to ASN data, Gucci (1.8%, ~US$6m) is the 5th?highest spender for the apparel category in the Asian sponsorship market since Q421, with a quarterly average investment of almost US$544k during this period. Unsurprisingly, the Italian fashion house focuses on three markets namely; China (78.8%), South Korea (11.1%) and Thailand (10.1%) and the deals tend to be in the world of non-sport celebrity endorsements ranging between US$183k and US$311k.

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This article was first published in ASN's August 2024 no. 1 newswire.