Chanel Scores BTS Jung Kook’s Global Endorsement 

Chanel has made K-pop superstar BTS’ Jung Kook as it latest global celebrity endorser for its fragrance and beauty products. 

The move to collaborate with the 28-year-old idol augurs a pivotal move in how the maison engages affluent Gen Z luxury consumers by staying culturally relevant.  

Following the partnership, Thomas du Pre de Saint Maur, Head of Global Creative Resources for Chanel’s Fragrances & Beauty, stated, “Chanel is delighted and honoured to welcome Jung Kook as a global ambassador for Fragrance & Beauty. I have long admired his incredible talent, his music career, and his distinctive commitment to self-expression, not to mention his bold creative choices. He perfectly embodies the essence of our house. He is an inspiration for the new generation, bringing passion and creativity wherever he goes. I am genuinely excited about this upcoming collaboration.”

Chanel emphasised making Jung Kook the endorser of its fragrance and beauty line, rather than fashion, is a concerted move to juxtapose his edgy, cavalier style to the brand’s classical beauty archetypes. 

It has become increasingly ubiquitous for fragrance and beauty brands to venture into partnerships with global musicians, who function as cultural icons moulding consumer behaviour across the world, and not merely a face of a campaign.  

Jung Kook added,  “I am truly delighted to join Chanel Fragrances & Beauty as global ambassador. For me, Chanel is a pioneering House that cherishes its timeless heritage while constantly reinventing itself with modernity. As an artist, I try to stay true to my own style while embracing new challenges, so this partnership with Chanel Fragrance & Beauty is especially meaningful to me.”

According to ASN data, Chanel (1.9%, ~US$4.4m) is the 9^th biggest spender for the beauty and cosmetics category in the Asian sponsorship market since Q123, with a quarterly average investment of US$420k during this period. The forecast for Q425 is poised to rise by 58.1% above the usual average to reach US$664k, and a significant rise from the mere US$53k investment in Q225 and Q325. The brand’s main focus is on celebrity endorsements in the entertainment world between US$111k and US$813k.