Posted by Sophie-Ha Wednesday, March 29, 2023

With so many luxury brand endorsements in K-pop, why aren't JYP Entertainment artists receiving any?


K-pop has become a global sensation, and with its massive popularity comes the rise of luxury brand endorsements. Many K-pop artists, including the popular 4th generation rookie girl groups, have become ambassadors for luxury brands such as Louis Vuitton, Chanel, and Dior, to name a few. However, one of the most prominent entertainment companies in K-pop, JYP Entertainment, has notably been absent from this trend.

JYP Entertainment is home to some of the most popular K-pop groups, such as TWICE, ITZY, Stray Kids, and more. Despite their massive success, JYP Entertainment artists have not been seen endorsing any luxury brands. The lack of luxury brand endorsements for JYP Entertainment artists has raised questions among fans and netizens.

These online users have gathered in a popular online community to share their thoughts and wonder why the globally popular JYP groups, such as TWICE, have not yet gotten these luxury brand endorsements. 

Netizens commented, "A lot of popular groups from large agencies become global ambassadors and models for luxury brands but I feel like JYP is the only one without any. Even looking at TWICE," "NMIXX are global ambassadors for Loewe though," "TWICE used to be Louis Vuitton and Sana used to be Prada, and Dahyun is Michael Kors. I think people aren't just aware," "I think JYP should do better in getting more endorsements," "I think it's mainly because of the company principles," "Maybe the company doesn't like luxury brands," and "I guess it depends on the company."

What are your thoughts on this topic?

Shop the story
TWICE Nayeon : Cover Bazaar Korea May 2023
Twice Official Lightstick Ver. 3 - CandyBong Infinity
TWICE – 12th Mini album [READY TO BE]
  1. TWICE
83 61,924 Share 76% Upvoted
allenesmee951 pts Wednesday, March 29, 2023 11
Wednesday, March 29, 2023
Oh my gosh. With NJ being ambassadors and got endorsement deals here and there, now every single girl groups (and maybe also bg) going to be compared to them. Like..."why didn't this group get this luxury brand deal?" "Why didn't they become that brand's global ambassador?" and this and that. And then fans should prepare to defend their fave with some reason. It's slowly becoming a battle, like MV view count and sales order.

It's great for NJ, and also BP, happy for them really...

But since when it has to be the main issue... if they didn't have more endorsement deals, it's fine. let's just focus on or complain (if you need to) about their music and stage performances.

29 (+35 / -6)

11 more replies

2ice10,342 pts Wednesday, March 29, 2023 2
Wednesday, March 29, 2023

Simply put, it was YG who started this luxury trend with Bigbang and 2NE1. And then it became YG’s whole personality. Other companies, namely SM and HYBE, followed suit because it was a win-win situation for the idols (and companies) and the brands that would be more advertised in East Asia.

JYP took a different route. There’s JYP before and after Twice, and since Twice were their biggest hit, they somewhat maintained the formula of “relatable and approachable members with good personalities” that made Twice big. Luxury is not relatable to most people. Back when Twice were releasing their breakout songs, the members were dressed in styles that most people could easily copy. That’s part of what made them popular and successful because visually that also makes them more approachable. Of course, this has changed now since Twice members are now industry veterans and obviously very rich grown women, so of course their style would evolve too. They most likely had love calls from a lot of fashion houses but couldn’t participate because JYP did not allow any members to have major solo endorsements, so that was renegotiated during renewals. That also explains why mostly instantly after their renewal announcement, each member became linked with one or more high fashion brands (Nayeon with Louis Vuitton, Sana with Prada, Mina with Burberry, Dahyun with Michael Kors, Chaeyoung with Ferragamo etc).

24 (+29 / -5)

2 more replies


allkpop in your Inbox

New Message