London Daily

Focus on the big picture.
Tuesday, Oct 07, 2025

Tiffany & Co. unveils BTS star Jimin as brand ambassador

Tiffany & Co. unveils BTS star Jimin as brand ambassador

As luxury brands continue to court South Korea's booming luxury market, Tiffany & Co. has unveiled K-pop star Jimin as its newest brand ambassador.

The BTS singer, whose full name is Park Ji-min, will appear in his first campaign for the brand this spring, the jeweler said Thursday.

The announcement was accompanied by a photo of a shirtless Jimin wearing a black suit and a collection of the brand's "Lock" bracelets. He becomes the second K-pop star to pen a deal with Tiffany & Co. in recent years, after Rosé from girl group Blackpink was unveiled as a brand ambassador in 2021.

In a press release, the singer described the partnership as "a great honor," adding that the jeweler has a "passion for design, innovation and artistry."

Tiffany & Co. announced its partnership with a photo of Jimin wearing some of the brand's "Lock" bracelets.


South Korea, along with China, has been pivotal to Tiffany & Co.'s growth since luxury conglomerate LVMH announced that it was acquiring the jeweler in 2019. The company's website currently lists over 20 stores in the country, including more than a dozen in the capital Seoul.

In January, LVMH reported that Tiffany & Co. had enjoyed a "record year" in 2022 amid an 18% increase in revenue for the conglomerate's jewelry and watches division, which also includes major brands like Bulgari, TAG Heuer and Chaumet.

High-end jewelers are increasingly seeking to harness the power of K-pop, with Blackpink's bandmate Jisoo unveiled as the new face of Cartier last May.

Fashion labels like Chanel, Prada, Gucci have also announced partnerships with South Korean singers, actors or both in recent years.

Morgan Stanley reported that luxury spending in the country had jumped 24% last year to $16.8 billion. This equates to $325 per capita, which the investment bank said makes South Koreans the world's biggest luxury spenders.

Thursday's announcement comes as Jimin prepares to launch a new solo album, "Face," later this month. BTS has been on hiatus since last year as its members serve — or prepare to serve — their mandatory military service.

Almost all able-bodied South Korean men are required to serve in the army between the ages of 18 and 28, although a law passed in 2020 allows some high-profile figures, such as entertainers and athletes, to defer their military service until the age of 30.

The group's oldest member, Jin, enlisted in December, but Jimin (who, at 27, is among the BTS' youngest members) has yet to announce when he will serve.

He was unveiled as a brand ambassador for French fashion house Dior in January.

The first K-pop group ever to be nominated for a Grammy Award, BTS had partnered with another LVMH-owned brand, Louis Vuitton, before announcing its hiatus.

In a statement, Tiffany & Co's executive vice president for product and communications, Alexandre Arnault, described Jimin as a "multifaceted artist and performer."

"He embodies the energy, style and sense of modernity that epitomizes Tiffany and Co.," added Arnault, who is the son of LVMH's billionaire owner, Bernard Arnault.

Newsletter

Related Articles

0:00
0:00
Close
US Prosecutors Gained Legal Approval to Hack Telegram Servers
Macron Faces Intensifying Pressure to Resign or Trigger New Elections Amid France’s Political Turmoil
Standard Chartered Names Roberto Hoornweg as Sole Head of Corporate & Investment Banking
UK Asylum Housing Firm Faces Backlash Over £187 Million Profits and Poor Living Conditions
UK Police Crack Major Gang in Smuggling of up to 40,000 Stolen Phones to China
BYD’s UK Sales Soar Nearly Nine-Fold, Making Britain Its Biggest Market Outside China
Trump Proposes Farm Bailout from Tariff Revenues Amid Backlash from Other Industries
FIFA Accuses Malaysia of Forging Citizenship Documents, Suspends Seven Footballers
Latvia to Bar Tourist and Occasional Buses to Russia and Belarus Until 2026
A Dollar Coin Featuring Trump’s Portrait Expected to Be Issued Next Year
Australia Orders X to Block Murder Videos, Citing Online Safety and Public Exposure
Three Scientists Awarded Nobel Prize in Medicine for Discovery of Immune Self-Tolerance Mechanism
OpenAI and AMD Forge Landmark AI-Chip Alliance with Equity Option
Munich Airport Reopens After Second Drone Shutdown
France Names New Government Amid Political Crisis
Trump Stands Firm in Shutdown Showdown and Declares War on Drug Cartels — Turning Crisis into Opportunity
Surge of U.S. Billionaires Transforms London’s Peninsula Apartments into Ultra-Luxury Stronghold
Pro Europe and Anti-War Babiš Poised to Return to Power After Czech Parliamentary Vote
Jeff Bezos Calls AI Surge a ‘Good’ Bubble, Urges Focus on Lasting Innovation
Japan’s Ruling Party Chooses Sanae Takaichi, Clearing Path to First Female Prime Minister
Sean ‘Diddy’ Combs Sentenced to Fifty Months in Prison Following Prostitution Conviction
Taylor Swift’s ‘Showgirl’ Launch Extends Billion-Dollar Empire
Trump Administration Launches “TrumpRx” Plan to Enable Direct Drug Sales at Deep Discounts
Trump Announces Intention to Impose 100 Percent Tariff on Foreign-Made Films
Altman Says GPT-5 Already Outpaces Him, Warns AI Could Automate 40% of Work
Singapore and Hong Kong Vie to Dominate Asia’s Rising Gold Trade
Trump Organization Teams with Saudi Developer on $1 Billion Trump Plaza in Jeddah
Manhattan Sees Surge in Office-to-Housing Conversions, Highest Since 2008
Switzerland and U.S. Issue Joint Assurance Against Currency Manipulation
Electronic Arts to Be Taken Private in Historic $55 Billion Buyout
Thomas Jacob Sanford Named as Suspect in Deadly Michigan Church Shooting and Arson
Russian Research Vessel 'Yantar' Tracked Mapping Europe’s Subsea Cables, Raising Security Alarms
New York Man Arrested After On-Air Confession to 2017 Parents’ Murders
U.S. Defense Chief Orders Sudden Summit of Hundreds of Generals and Admirals
Global Cruise Industry Posts Dramatic Comeback with 34.6 Million Passengers in 2024
Trump Claims FBI Planted 274 Agents at Capitol Riot, Citing Unverified Reports
India: Internet Suspended in Bareilly Amid Communal Clashes Between Muslims and Hindus
Supreme Court Extends Freeze on Nearly $5 Billion in U.S. Foreign Aid at Trump’s Request
Archaeologists Recover Statues and Temples from 2,000-Year-Old Sunken City off Alexandria
China Deploys 2,000 Workers to Spain to Build Major EV Battery Factory, Raising European Dependence
Speed Takes Over: How Drive-Through Coffee Chains Are Rewriting U.S. Coffee Culture
U.S. Demands Brussels Scrutinize Digital Rules to Prevent Bias Against American Tech
Ringo Starr Champions Enduring Beatles Legacy While Debuting Las Vegas Art Show
Private Equity’s Fundraising Surge Triggers Concern of European Market Shake-Out
Colombian President Petro Vows to Mobilize Volunteers for Gaza and Joins List of Fighters
FBI Removes Agents Who Kneeled at 2020 Protest, Citing Breach of Professional Conduct
Trump Alleges ‘Triple Sabotage’ at United Nations After Escalator and Teleprompter Failures
Shock in France: 5 Years in Prison for Former President Nicolas Sarkozy
Tokyo’s Jimbōchō Named World’s Coolest Neighbourhood for 2025
European Officials Fear Trump May Shift Blame for Ukraine War onto EU
×