Tiffany & Co. has recently announced BTS member Jimin as its latest brand ambassador. Jimin's partnership with the iconic jewelry brand will begin soon, and his first ad campaign for Tiffany & Co. is set to release later this year.

This appointment of Jimin signals a continual shift for the brand, moving further into the K-pop sphere. The partnership will allow Jimin to “showcase his unique approach to jewelry styling as he wears iconic Tiffany & Co. designs,” writes WWD.

Already an active brand ambassador is BLACKPINK member Rosé, who joined Tiffany & Co as a global ambassador in April, 2021.

High-end jewelers are increasingly seeking to harness the power of K-pop, with fashion labels like Chanel, Prada, Gucci, and Cartier announcing partnerships with South Korean singers or actors in recent years.

Tiffany & Co.'s growth has been pivotal in South Korea since luxury conglomerate LVMH acquired 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 a separate announcement on February 24, BTS’ J-Hope became a House Ambassador for Louis Vuitton.

Our Anne had a long and very productive relationship with South Korea during her Victoria’s Secret career. Sharing a Vogue Global fashion story ‘Tomorrowland’ today, Anne reflects on the vivid impression Seoul made on her, as she saw the city for the first time at night, arriving from Hong Kong.

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K-pop BTS' Jimin Joins Tiffany & Co As Global Ambassador

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