The New Global Face of Luxury Is Increasingly Asian

The useful part

Style The New Global Face of Luxury is Increasingly Asian From Song Hye-kyo to PP Krit, luxury houses' Asian ambassadors are moving beyond regional influence to reshape how global maisons define modern icons. Sep 29, 2026 | By Drew Ng SHARE The latest global brand ambassador appointments include Koji Mukai for Burberry, Song Hye-kyo for Bottega Veneta and PP Krit for Gucci. Within weeks, Song Hye-kyo joined Bottega Veneta as Global Ambassador, Phuwin Tangsakyuen became a LOEWE Brand Ambassador and Koji Mukai joined Burberry.

How it works

• Beyond the individual appointments, the collective momentum signals a broader shift in how luxury maisons chooses and defines global influence.
• Follow the Attention The shift is supported by more than celebrity headlines.
• View this post on Instagram A post shared by Lefty (@lefty.io) The underlying business logic is straightforward: luxury follows attention, and attention has become increasingly globalised.
• Today, the right personality brings an entire cultural network — followers, fan communities, social amplification, fashion-week visibility and sustained conversation that can continue long after a campaign...
• When the Swiss watchmaker named him Global Brand Ambassador in February, it framed the partnership around two worlds — music and watchmaking — capable of crossing cultural boundaries.

What to take from it

In this evolved environment, an ambassador capable of creating genuine emotional engagement becomes far more valuable than conventional fame alone. These are no longer stars being deployed only to translate European luxury for domestic Asian consumers. Such continuity is key because recognition is not the same as cultural permanence.

Example or evidence

• View this post on Instagram A post shared by Grand Seiko (@grandseikoofficial) Luxury cannot build an icon through visibility alone.
• McKinsey's 2026 research of more than 2,000 luxury clients in China and the United States found that emotional connection has overtaken traditional markers such as heritage, craftsmanship and exclusivity as...
• Soobin of TOMORROW X TOGETHER (TXT) became Dolce & Gabbana's new Global Ambassador for fashion and beauty, while Gucci welcomed Thailand's PP Krit and Chinese actress Tian Xi Wei.
• Prada appointed Namtan Tipnaree, and Bvlgari added aespa's Ningning to its roster.

Details worth keeping

Please upgrade your browser to improve your experience. Images courtesy of Burberry, Bottega Veneta and Gucci. The announcements follow a year in which Jung Kook became a Global Brand Ambassador for Hublot before joining Graff, Yang Zi became Pomellato's Global Brand Ambassador, Shin Min-a joined OMEGA and Go Youn Jung became an ambassador for Tiffany & Co.

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