CELINE profits greatly by choosing BTS's V as its ambassador

CELINE Korea's operating profit rose to 17 billion won ($12.4 million) in 2023 from 2.5 billion won the previous year, while revenue increased sixfold - reaching 307.2 billion won last year, up 513.2% from 50.1 billion won in 2022.

In contrast, the total operating profit of the four brands (Hermès, Chanel, Louis Vuitton and Dior) last year was 1.1 trillion won, down 19% from the previous year.

"CELINE items are increasingly popular among young people, with most customers in their 20s and 30s. The trend is so strong that even customers in their 50s, 60s and 70s are pursuing the items," said a source from an importer of high-end designer brands in Korea.

The importer added that influencers and K-pop stars regularly promote the products, giving the brand a trendy image, making the CELINE store one of the busiest in Korea today.

In 2023, TaeHyung became CELINE's newest global ambassador and the idol's various activities with the brand have garnered great buzz.

According to Lefty, an influencer marketing platform for top brands, in its first year, BTS' V became their best-performing ambassador.

In just 10 months, from March to December 2023, TaeHyung generated $274 million in earned media value (EMV) for CELINE, the highest amount the brand has ever received in a year from any of their ambassadors.

Additionally, TaeHyung was also ranked by Lefty as the number 1 male fashion influencer of the year and third overall, despite his absence from fashion week and any major fashion events in 2023.

TaeHyung's activities with the brand will continue even after he completes his mandatory military service. CELINE will run a billboard advertising campaign in major cities in China and South Korea from December 2023 to January 2024.

TaeHyung also appeared on the cover of Harper's BAZAAR Korea February 2024 issue, which had a special Valentine's Day photoshoot released by W Korea on February 14. Both were prepared before his enlistment.

Source: https://laodong.vn/van-hoa-giai-tri/celine-thu-loi-lon-khi-chon-v-bts-lam-dai-su-1354385.ldo