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LVMH’s K-Pop Ambassador Strategy a Winning Approach in China

Enlisting Korean brand ambassadors has been a successful strategy for brands in China, where K-pop remains influential despite the occasional backlash.

LVMH’s K-Pop Ambassador Strategy a Winning Approach in China
LVMH-owned Loewe recently named K-pop star HyunA its latest global brand ambassador. Image: Courtesy of Loewe

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