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Louis Vuitton signs Netflix's Squid Game star Jung Ho-Yeon as global ambassador


By Shawn Lim, Reporter, Asia Pacific

October 8, 2021 | 6 min read

Louis Vuitton has appointed model and actress Jung Ho-Yeon as one of its new global ambassadors after her rise to fame for starring in the critically-acclaimed Netflix’s Korean drama Squid Game.


Jung’s Instagram account has grown by 12.5 million followers since the show launched

“I immediately fell in love with Ho-Yeon's great talent and fantastic personality, and I am looking forward to starting this new chapter of the journey we started at Louis Vuitton a few years ago,” said Nicolas Ghesquiere, the creative director at LV in an Instagram post.

Jung began modelling at 16 and came in second on the fourth season of Korea’s next top model. She made her acting debut in Squid Game.

Why did Louis Vuitton choose Jung?

  • The cast members of Squid Game, a show where people who are in debt stake their lives on winning a big sum of money by playing deadly childhood games, have risen in popularity after the success of the show.

  • The show became the first Korean drama to top Netflix's top 10 weekly most-watched TV show charts globally and reached No. 1 in 90 countries, including the United States and the United Kingdom even though Netflix did not promote the show heavily in these countries.

  • Sales of the white slip-on Vans shoes worn by the players in the show went through the roof and the brand saw a 7,800% spike in sales since the show hit Netflix on September 17, according to data from sneaker retailer Sole Supplier.

  • Jung’s Instagram account has grown by 12.5 million followers since the show launched. It grew from 410k followers on September 17, to 13m followers on October 4, according to HypeAuditor.

  • This makes Jung’s Instagram account the fastest-growing account in the world, since September 17th, surpassing the likes of Cristiano Ronaldo, Lionel Messi, and Kylie Jenner, in terms of followers growth. She is now the most followed Korean actress on Instagram.

  • On average, Jung’s Instagram posts receive 1.4m likes and 4.2 thousand comments. Almost 21% - more than 1 in 5 – of Jung’s followers either like or comment on her content. This engagement is exceptionally high, with similar accounts receiving 1.26% engagement.

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