Louis Vuitton names Squid Game actress as global ambassador

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Louis Vuitton has appointed Squid Game actress Jung Ho-yeon as its new global house ambassador for fashion, watches and jewellery. The luxury brand said on Instagram that Jung "perfectly embodies" the independent Louis Vuitton woman and embarks on the new journey with LV after first gracing the runway and being featured in a ready-to-wear campaign in 2017.

Creative director Nicolas Ghesquiere said he "immediately fell in love" with Jung's great talent and fantastic personality. "I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago," he added. Jung joins K-pop group BTS as one of LV's global ambassadors. BTS was appointed earlier this year.

Since its launch last month, Squid Game has become a global hit. Netflix co-CEO Ted Sarnados said the series could become the platform's "biggest show ever", according to The Star. Sarnados also said that the show is already gaining "a far larger audience" than French-language crime drama Lupin. Squid Game is also the first non-English language show to become the top programme on Netflix, Sarnados said. Many brands have also jumped on the Squid Game hype with their trendjacking, including AIA, EZ-Link, HL Milk, MyTown Shopping Centre, RHB Bank, Domino's Malaysia and FamilyMart Malaysia.

At the same time, RapidKL also leveraged the chatter around Squid Game to promote its transportation card. It used one of the iconic scenes in the show set at a train station and got its talents to play a game of ddakji, a popular game among children in South Korea played using folded paper tiles.

Separately, LV also counts American actress Emma Stone and Japanese tennis player Naomi Osaka as its brand ambassadors. Other luxury brands that have tapped K-pop stars as brand ambassadors include Celine, Bulgari, Calvin Klein and Prada.

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