Gucci Seals Korean Star Park Bo-Gum’s Endorsement 

Popular Korean actor Park Bo-gum has clinched a deal to become the global brand ambassador for Italian high-end fashion label Gucci.

The 33-year-old star’s versatility to experiment with new roles and polished on-screen performances resonate with the luxury fashion brand’s vision and values.

Park Bo-Gum stated, “I’m delighted to be part of writing a new chapter in Gucci’s century-long legacy. I look forward to gaining a deeper understanding of the style language Demna (Gvasalia, Gucci’s creative director ) will bring to Gucci and embarking on a journey to build on it with a fresh aesthetic.”

As the global brand ambassador, Park will participate in various events and projects organised by the luxury fashion house, Gucci said.

Park debuted in the 2011 thriller film Blind and catapulted to stardom through the tvN drama Reply 1988. He has since starred in blockbuster K-drama series, including the period romance Love in the Moonlight and Netflix series When Life Gives You Tangerines.

According to ASN data, Gucci (1.4%, US$3.7m+) is the 7^th largest spender for the apparel (non-sport) category since Q124, with a quarterly average investment of US$316k+ during this period. However, spends have dipped between zero and US$221k since Q225, and Q426’s forecast of US$61k aligns with the spends during this period. Celebrity endorsements dominate the brand’s spends across Asia, and range between US$202k and US$343k.