TUMI taps Mun Ka Young to star in global immersive campaign

International travel and lifestyle brand TUMI has tapped its global ambassador aka South Korean actress Mun Ka Young, to star in an immersive campaign that transports viewers onto the streets of Seoul for a day.

Meanwhile, the campaign also celebrates the debut of debuts TUMI's iconic Voyageur Leather and 19 Degree Frame collections.

Done in partnership with South Korean director Taijong Song and photographer Kim hee June, the campaign blends street-style photography with dynamic film techniques to immerse viewers in Mun’s daily commute, all while capturing the vibrant energy and urban architecture of Seoul.

With shots that subtly spotlight key product features—from the smooth, gliding wheels of the 19 Degree Frame to the stylish functionality of the Voyageur Vail Tote—the film offers viewers a look at how TUMI products bring style, organisation and excitement to everyday life.

As part of the Voyageur Leather collection, each piece is crafted with functionality and style in mind—including the new TUMI “T” logo hardware—balancing the brand’s signature elevation and innovation with timeless, minimalist allure. The Voyageur Leather collection features backpacks, totes, shoulder bags and crossbodies.

Designed with the modern woman in mind, the Lex Train Case Crossbody redefines fashion functionality with versatility that perfects every journey—from international trips to stylish nights out.

The collection comes in classic black with gold or gunmetal hardware, along with Pewter metallic with gunmetal hardware, a festive offering for the holiday season.

TUMI is also expanding its travel offerings this Fall with the introduction of 19 Degree Frame, an innovative take on the brand’s hallmark 19 Degree collection.

19 Degree Frame was designed to meet the modern traveler’s needs with integrated frame latches to keep contents secure, retractable handles for ease of use, and TUMI’s signature smooth, quiet transport wheels.

“This season represents our continued push forward for TUMI, as we’re expanding further into women’s lifestyle and evolving our travel experiences to create a more flawless, timeless and innovative product assortment,” said Victor Sanz, global creative director at TUMI. “As one of our treasured global brand ambassadors, Mun perfectly embodies the stylish and on-the-go TUMI woman.”

"I was personally so excited for this campaign to be shot in Seoul, South Korea, the place I call home," said Mun. "TUMI is the perfect complement to my on-the-go lifestyle, keeping all my belongings organised while always looking sleek and stylish.”

MARKETING-INTERACTIVE has reached out to TUMI for more information.

Don't miss: TUMI shares moments with Son Heung Min in new campaign

Back in June, TUMI unveiled its Fall 2024 campaign to explore the journey of Son Heung Min, TUMI's global ambassador, with the brand.

Also known as “Made for moments that make us”, the campaign took a more intimate, stylistic approach, captured by docu-style filmmaker WARD and Korean photographer duo JI + DOH. Started from 20 June, it will run through July across paid media, out-of-home (OOH), press and organic social.

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