Eileen Gu, Hwang Yeji, Wang Yibo set PFW Xiaohongshu viral

What happened For another Paris Fashion Week season, Asian celebrities are driving outsized engagement on Chinese social platforms — and luxury houses are counting on it. The Fall/Winter 2026 shows, running March 2 to March 10, have once again seen brands deploy the region’s star power to generate online buzz. At Dior, one of the season’s largest Asian celebrity turnouts helped generate viral moments on Xiaohongshu (also known as RedNote). Attendees included Blackpink’s Jisoo, Thai-Hong Kong actress Sirilak “Lingling” Kwong, Thai actors Orm Kornnaphat and Tontawan Tantivejakul, South Korean singer Jimin, and Chinese freestyle skier Eileen Gu. Jisoo and Kwong were among the names credited with helping Dior trend on the platform. Saint Laurent also drew a strong Asian lineup. Blackpink’s Rosé, Japanese actor and model Kento Yamazaki, and American-Japanese model and actress Kiko Mizuhara attended the show, alongside Chinese actress and singer Song Jia. Chinese supermodel Liu Wen walked the runway. On Xiaohongshu, the hashtag “saintlaurentwinter2026womensfashionshow” has generated approximately 202,200 impressions at the time of writing. While at Loewe today on Friday March 6, Chinese actress Cheng Duling, and actor Wang Yibo were among those driving the most online conversation on Xiaohongshu. The presence of K-pop stars and Asian actors has also been visible beyond show venues. ITZY’s Hwang Yeji, for example, arrived in Paris for Roger Vivier events, having been appointed brand ambassador in February 2025. Online traction reflects the scale of fan engagement. On Xiaohongshu, Meovv star #Anna has reached 346.8 million impressions and #Meovv 898.4 million, highlighting the influence of Asian ambassadors such as Japanese Seoul-based band member Anna, who was appointed Chloé’s global brand ambassador in October 2025 and drew crowds at the brand’s show on Thursday morning. The Jing Take Luxury brands' consistent deployment of Asian celebrities at Paris Fashion Week reflects a deliberate strategy to drive revenue and deepen market influence across the region. Kering reported revenue of 14.7 billion euros ($17 billion) in 2025, with Asia-Pacific accounting 28.6% of that. According to Luxe.co’s 2025 China brand ranking, announced last month, Louis Vuitton ranked first and Dior fourth. Louis Vuitton in particular currently fields a growing roster of Asian ambassadors — drawn particularly from K-pop and Asian cinema — including Lisa (Blackpink), J-Hope (BTS), Felix (Stray Kids), Hyein (NewJeans), BamBam (GOT7), Dylan Wang, Gingle Wang, Yaya Urassaya, and HoYeon Jung. Asia remains a primary engine of luxury demand. Chinese consumers alone have accounted for roughly one-third of global luxury spending in recent years, according to industry estimates, making visibility on Chinese social platforms critical for brands seeking growth. High-profile ambassadors from South Korea, China, Japan, and Thailand can generate hundreds of millions of social media impressions, translating cultural cachet into potential sales. The strategy is not new. Luxury houses have cultivated relationships with Asian celebrities for more than a decade, tracking the expansion of their customer base across China and the broader region. What has changed is the scale, driven by the rise of platforms such as Xiaohongshu and Weibo, where celebrity appearances at events like Paris Fashion Week can generate viral engagement almost instantly. As luxury groups navigate an increasingly competitive market, celebrity partnerships serve a dual purpose: as marketing vehicles and as a direct line to younger Asian consumers — a demographic widely seen as critical to future revenue growth. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Eileen Gu, Hwang Yeji, Wang Yibo set PFW Xiaohongshu viral