Gucci has brought on board South Korean stars Shin Min-ah (pictured left) and Lee Jung-jae (pictured right) as its newest global brand ambassadors. Shin starred in Netflix's Hometown Cha-Cha-Cha while Lee is known for playing the protagonist in Squid Game. Both of them join the list of South Korean stars who have worked with Gucci, including EXO's Kai and singer-actress IU.

Luxury brands are increasingly beefing up their relevance amongst the younger generation as well as K-pop fans by appointing South Korean celebrities as their global brand ambassadors. Last month, Louis Vuitton named Squid Game actress Jung Ho-yeon as its global ambassador , months after bringing on board K-pop boyband BTS . Meanwhile, other brands such as Celine, Bulgari, Prada, and Calvin Klein have also tapped on the popularity of stars such as BLACKPINK's Lisa, Red Velvet's Irene and South Korean actor Ji Chang-wook to remain top of mind.

Separately, Gucci also  created a virtual island on Animal Crossing: New Horizons earlier this year to promote its #ForeverGuilty campaign film and scent. The island had three key venues there were also featured in Gucci's campaign film: a supermarket, laundromat, and a hair salon. Besides that, the island also spots an orchard zone consisting of ingredients representing the #ForeverGuilty fragrance’s key olfactive notes: mandarin, lilac and patchouli.

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