On April 27, it was announced that 16-year-old NewJeans member Haerin would become the latest global ambassador for French luxury brand Christian Dior. Haerin, known for hits like "Attention," "Hype Boy," "Ditto," and "OMG," will serve as a global ambassador for Dior Jewelry and act as the house ambassador for Dior fashion and beauty sectors, marking the first time a K-pop idol has represented three areas simultaneously.

With this announcement, all NewJeans members now hold global ambassador positions for luxury brands. Minji represents Chanel for Beauty, Watch and Jewelry, Hanni is an ambassador for Gucci and Giorgio Armani Beauty, Danielle serves as an ambassador for Burberry and Yves Saint Laurent Beauty, and Hyein represents Louis Vuitton.

However, the appointment of Haerin, who is still a teenager, has sparked controversy, with some questioning the appropriateness of selecting someone so young for a luxury brand.

As luxury brands continue to tap Korean idols as ambassadors, leveraging the "Hallyu Wave," some internet users have expressed concerns about the implications of using underage members in advertising campaigns. They argue that teenagers, who are often trend-sensitive and concerned about others' opinions, may feel pressured to overspend on luxury goods.

Comments from internet users reflect these concerns:

  • "If they use a teenage model, kids may want (luxury brand items) more."
  • "Now, (kids will say) 'Mom, buy me Dior and Chanel."
  • "Parents will be bent."
  • "Teenagers and people in their 20s are pretty even in white shirts."
  • "(the models) are still too young."
  • "Her image doesn't seem to fit the image of high-priced luxury brands."

Luxury brands are increasingly offering ambassador roles to top celebrities, anticipating that younger generations, such as the "Alpha Generation" (under 13 years old as of 2023), will become luxury consumers. A recent report by US consulting firm Bain & Company projected that this generation's spending power would account for a portion of global high-end fashion brands' sales by 2030.

As a result, the debate surrounding the appointment of Haerin and other young celebrities as ambassadors for luxury brands highlights the ongoing concerns and skepticism about the potential implications of such marketing strategies.

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