K-drama’s top 10 male luxury brand ambassadors, from Crash Landing on You’s Hyun Bin for Omega, and Kim Soo-hyun for Tommy Hilfiger, to Squid Game’s Gong Yoo for the Chanel J12 watch

Meet some of K-drama’s top male brand ambassadors. Photos: @vast.ent, @soohyun_k216, @bn_sj2013/Instagram
There’s no denying that the hallyu, or the Korean wave, has taken over the world. Fans all over the world are obsessed with K-pop groups like BTS and Blackpink as well as actors from their favourite K-dramas.
Seeing this powerful phenomenon, the world’s biggest luxury brands have taken note, tapping South Korea’s hottest stars to be their brand ambassadors. While K-pop idols are usually the popular choice for brand ambassadors of renowned luxury houses, these K-drama actors aren’t far behind.

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Hyun Bin

Hyun Bin for Tom Ford Beauty. Photo: @tomfordbeauty/Instagram

The Crash Landing on You (2019) star was recently named as the first Korean ambassador for Italian brand Loro Piana. During an interview with W Korea, the actor said he admired the brand for its timeless quality and shared that he preferred understated clothing: “Rather than pieces where you can see the logo, I prefer ones where the logo is hidden, and simple items instead of intricate ones.”

Hyun Bin for Omega. Photo: @vast.ent/Instagram

Hyun was also named Tom Ford Beauty’s first Asia-Pacific brand ambassador last July, as well as first Korean ambassador for the Swiss luxury watch brand Omega a year prior.

Ji Chang-wook

Ji Chang-wook for Calvin Klein. Photo: @jichangwook/Instagram

Did you know that the Backstreet Rookie (2020) and Suspicious Partner (2017) actor became Calvin Klein’s first Korean global model last year? As part of the brand’s 2020 campaign, the star appeared in a series of black and white images donning CK’s casual and formal wear.

The 32-year-old actor also served as the Asia brand ambassador for luxury watchmaker Fossil with Song Ji-hyo back in 2017.

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Kim Soo-hyun

Kim Soo-hyun for Tommy Hilfiger. Photo: @soohyun_k216/Instagram

As Korea’s highest-paid actor of 2020, Kim Soo-hyun needs no introduction. Also dubbed the “King of Commercials”, the actor has signed in with 17 brands and appeared in over 30 ads in 2014 alone, per Preview.

Kim Soo-hyun for Mido. Photo: @soohyun_k216/Instagram

This year, he was appointed as Tommy Hilfiger’s new ambassador, fronting the brand’s autumn 2021 menswear collection, as well as Swiss watchmaker Mido’s ambassador in Asia.

Park Seo-joon

Park Seo-joon for Skechers. Photo: @skecherssg/Instagram

The Marvels actor was chosen as the first brand ambassador for Montblanc watches in Korea back in 2018, as reported by HelloKPop. He modelled the luxury watches in an exclusive shoot for Esquire and sported them in K-drama sensation Itaewon Class last year.

Park Seo-joon for Calvin Klein. Photo: @bn_sj2013/Instagram

Not stopping there, this year also saw Park as the new brand ambassadors for Calvin Klein and Skechers. According to TMI News, Park earned US$6 million for all his commercials in 2018 alone.

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Lee Dong-wook


Known for his flawless skin, it should come as no surprise that Lee Dong-wook has also snagged high-profile beauty campaigns. He was recently appointed as La Mer’s male brand ambassador, and was chosen because of his “luxurious image” and “because [his] atmosphere fits well with the brand”, the brand told a Korean media outlet, according to KDramaStars.


In 2019, he was the first Korean star to become Chanel’s global ambassador for its first make-up collection for men, Boy de Chanel.

Yoo Ah-in

Yoo Ah-in for Burberry. Photo: @burberry/Instagram
Born as Uhm Hong-sik, the upcoming Hellbound star was tapped as the brand ambassador for Burberry alongside Gong Hyo-jin last year. He also appeared in the brand’s festive campaign “What Is Love?” with French fashion icon Carla Bruni, and is known for his quirky sense of style.

Last year, there were rumours that Yoo was blocked from attending Burberry’s 2020 autumn/winter fashion show because of Covid-19, but his agency United Artist denied the allegations, saying that it was a mutual decision not to attend. “What kind of global brand would not invite their official ambassador to come to their event?” the brand stated, per Koreaboo.

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Nam Joo-hyuk

Nam Joo-hyuk for Dior Beauty. Photo: @skawngur/Instagram
The Start-Up actor was appointed as the official ambassador for Dior Beauty Korea earlier this year. In his new role, he will be promoting Dior’s products, including make-up, skincare and perfume.
Nam Joo-hyuk has worked with Dior previously too. Photo: @skawngur/Instagram

However, this is not the first time the 27-year-old actor has worked with the Parisian maison. In 2019, he was enlisted as Dior Men’s spokesman for Asia.

Nam actually began his career as a professional model after winning the Top Model contest and made his runway debut at Seoul Fashion Week.

Kim Woo-bin

Kim Woo-bin for Jaeger-LeCoultre. Photo: @jaegerlecoultre/Instagram

Earlier this year, actor Kim Woo-bin was spotted at the “Sound Maker” exhibition in Seoul in conjunction with his appointment as Jaeger-LeCoultre’s new brand ambassador. He also served as Giordano’s brand ambassador with his current girlfriend Shin Min-ah back in 2014. The couple will be starring in their first K-drama together, Our Blues, in 2022.

Gong Yoo

Ageing like fine wine, earlier this year the Squid Game star was tapped as the new face for Chanel Korea, announced through an exclusive photo shoot with Elle Korea. In the photo shoot, the 42-year-old star flaunted the brand’s iconic J12 watch.


Besides luxury timepieces, Gong also fronted La Mer’s campaign last year, sending his fans into a frenzy over his youthful appearance.

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Jung Woo-sung

Jung Woo-sung for Longines. Photo: @longines/Instagram

As he began his career as a fashion model, it’s only natural that Jung Woo-sung became Longines’ Ambassador of Elegance in 2018. As quoted from the brand’s website, Jung’s lauded career and his work as a UNHCR National Goodwill Ambassador played a part in the decision: “The dedication and generosity shown by the South Korean artist is a perfect illustration of the true elegance – the elegance of the heart – so dear to Longines.” The actor recently donated around US$86,000 to help Afghan refugees, reports Soompi.

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  • Backstreet Rookie actor Ji Chang-wook became Calvin Klein’s first Korean global model in 2020, followed by Itaewon Class’ Park Seo-joon in 2021
  • Lee Dong-wook is the face of Chanel’s first make-up for men line, and skincare brand La Mer, while Yoo Ah-in’s quirky style landed him a Burberry campaign