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The final leg of our special summer series in Korea, and in the wonderful world of K-pop.<\/p>\n
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At the end of our journey, let’s take a closer look at the intimate relationship the luxury goods industry has developed with this musical medium, once considered a niche and now a global phenomenon. We take a look back at the BlackPink turning point and its most recent iterations, including Alpha Ray, a k-pop group about to be launched by SG Entertainment.<\/p>\n
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2023<\/strong> undoubtedly saw a record number<\/strong> of luxury brands announce the recruitment of stars from the K-pop music movement as brand ambassadors.<\/strong><\/p>\n Yet the phenomenon<\/strong> is not as sudden as it might seem<\/strong>.<\/p>\n It all began in 2003, when Emporio Armani approached the BoA group.<\/p>\n The beginnings were rather timid and discreet.<\/p>\n Eleven years later, PSY’s Gangnam Style<\/strong> flooded the airwaves, and it was a tidal wave. K-pop gained unprecedented visibility.<\/p>\n The phenomenon is big enough that the following year (2015<\/strong>), Chanel<\/strong> calls on BigBang’s GDragon to launch a pair of sneakers.<\/p>\n It wasn’t until 2018<\/strong>, however, that the same luxury House chose its brand ambassador<\/strong> from the Korean music scene.<\/p>\n A certain Jennie<\/strong> from the group BlackPink<\/strong> landed the coveted title. This act marks the beginning of the idyll between luxury and k-pop, which accelerates with the international recognition of the group BTS.<\/strong><\/p>\n <\/p>\n But it was BlackPink that emerged as the reigning champion, with all its members taking part in the movement.<\/p>\n <\/p>\n <\/p>\n Before being a breeding ground for ambassadors for the biggest international luxury brands, BlackPink is first and foremost a girl band founded in 2016<\/strong> by YG Entertainment that can boast of having sold three million albums and recorded 12.6 billion streams, including 276.3 million in France.<\/p>\n <\/p>\n <\/span><\/p>\n <\/span><\/p>\n \t\tBlackPink or the birth of luxury sponsorship<\/h2>\n