Effects of K-drama on Luxury brands
Several years ago, South Korean TV drama My Love from the Star took the world by storm. Lead actress Jun Ji-hyun, whose character was styled in luxury brands from Chanel to Balmain, even famously kindled a global shortage of a YSL’s Rouge Pur Couture lipstick in shade No. 52.
YSL Beauty was but one of many brands to benefit from the show’s widespread success. “[Jun] was carrying one of our iconic bags, the Tempête, in Purple,” said Belgian handbag brand Delvaux’s chief executive Marco Probst. “In only a couple of weeks the Tempête sold out all around the world… that’s the power of successful K-dramas.”
Like other television and film industries around the world, K-drama has benefited from the growing popularity of global streaming giants as Covid-19 restrictions left audiences with few entertainment options apart from watching content from home. K-drama has also prospered from the rise of Korean soft power in other areas such as music, which has seen Celine, Chanel, Dior and Saint Laurent tap Lisa, Jennie, Jisoo and Rosé from Korean girl group Blackpink as ambassadors, while boyband BTS has toured in custom ensembles by Dior’s Kim Jones.