Korean Youth is Becoming Label-loving Kids?

Luxury brands and youth celebrities are a match made in marketing heaven. When selling a high-end product, associating it with a young and popular celebrity is a surefire way to generate buzz and ultimately, sales. But what impact does this have on Korean youth, and more specifically, Korean mothers’ worries regarding the promotion of luxury brands by youth celebrities in the country?

Luxury brand consumption has been on the rise in South Korea and globally, and it has evolved into more than just owning a product. It has become a symbol of social status and success. With the rise of social media, luxury brands have grown more accessible and aspirational for youngsters in Korea. Luxury brands’ hashtags have become ubiquitous on Instagram. Influencers and youth celebrities have made it effortless to aspire to these brands’ lifestyles. Luxury Brand Consumption in Korea has grown into more than just a want; it has evolved into a need for many consumers. Luxury brands’ ability to communicate prestige, class, and status makes them a must-have for young Koreans.

There are many K-pop idols who are brand ambassadors, and it’s not just limited to a few brands. For example, Rose from BLACKPINK represents Yves Saint Laurent and Tiffany & Co., while Lisa is associated with Celine and Bvlgari. But these days, luxury brands have chosen younger celebrities. New Jeans members have become ambassadors for various expensive brands.  Recently, Dior chose Haerin, Hanni is promoting Giorgio Armani Beauty and Gucci, Minji represents Chanel Beauty, Hyein is associated with Louis Vuitton, and Danielle is promoting Saint Laurent Beauty and Burberry.

Companies are now selecting younger K-pop idols to represent their expensive brands because they have noticed that the market for luxury goods is becoming younger. According to a report by Bain & Company, Generation Alpha, Generation Z, and Millennials are expected to be the primary consumers of fashion brands worldwide by 2030.

Korean culture places immense importance on how children represent themselves in public and to their families. To ensure that their children meet these standards, Korean mothers are exceptionally particular about their upbringing. In a report, Korean mothers worry about young celebrities promoting luxury brands because this can influence their children to strive for an unachievable lifestyle. The desire to live a luxurious lifestyle can create a false sense of luxury and aspiration for unattainable things in their children.

As a result, some parents face financial difficulties because their children request expensive items such as makeup, shoes, and wallets. The report suggests that teenagers tend to imitate their favorite celebrities’ clothing choices and are willing to spend more on expensive items to fit in with their peers.

In a world where luxury brands and youth celebrities dominate the market, it’s no surprise that South Korean youth are influenced by them. The power of celebrity endorsements has been proven to be effective, however, the worries of Korean mothers cannot be ignored. The negative implications on youth’s self-esteem, financial stability, and consumerism cannot be dismissed. In order to mitigate these worries, a balance between brand promotion and youth mental health is crucial. Collaboration between luxury brands and mothers’ organizations can also prove helpful. The key is ethical brand ambassadorship, rather than just lucrative endorsements.