Obsessed: K-pop idols and C-drama actors with major jewellery deals  

In the constellation of global celebrities, K-pop stars, and now C-drama actors, have emerged as some of the most dazzling luminaries, capturing the attention of luxury brands worldwide. Like diamonds carefully selected for their extraordinary brilliance, these stars have been handpicked to represent the world’s most prestigious high jewellery houses. And judging by the internet’s collective obsession every time a new ambassador is announced, the fascination with luxury’s brightest Asian stars is only just beginning.

Bulgari: Byeon Woo-Seok

Bvlgari has found its newest leading man in Byeon Woo-Seok. Fresh off the global success of Perfect Crown, the actor — now firmly cemented as one of Korea’s biggest heartthrobs — steps into the role of Brand Ambassador with the effortless polish and quiet charisma that have made him one of fashion’s most-watched rising stars.

Cartier

Taehyung

Fan favourite Taehyung or V from famed K-pop boy band BTS was announced as beloved luxury jewellery house Cartier’s global ambassador in July 2023. Since then, he has starred as the face of the Panthere de Cartier Campaign. He was also the February cover star for GQ Korea this year, donning Cartier jewellery in all six covers.

Hyunjin

K-pop idol Hyunjin from boy group Stray Kids has been part of the Cartier family since September 2024. Since then, has appeared in the maison’s placements across titles such as Esquire Korea and Elle Korea, while also attending prestigious events including Cartier’s En Equilibre High Jewellery presentation in Taipei.

Chaumet: Cha Eun Woo

Parisian jeweller Chaumet’s beloved global ambassador and K-pop boy group Astro’s member Cha Eun Woo, has fronted numerous campaigns for the maison’s Bee de Chaumet collection — including its Valentine’s Day 2025 campaign alongside fellow Korean singer-actress IU, as well as a September 2024 release. The actor-singer and perennial heartthrob has also made several appearances for the brand over the years, including a September 2023 visit to ION Orchard alongside actress Song Hye Kyo for Chaumet’s pop-up boutique event.

Fred Jewellery: Jin

After being named the first global ambassador for luxury jewellery maison Fred, Jin quickly became one of the brand’s most recognisable faces. The BTS star has fronted several campaigns, including the 2025 Catch the Sun campaign for Fred’s Force 10 high jewellery collection, and has made appearances at major maison events such as the Monsieur Fred Ideal Light gala held in Seoul in March 2025.

Tiffany & Co.: Jimin

Jimin also joined forces with fine jewellery house Tiffany & Co. as a global ambassador in March 2023. Just a month later, he fronted the maison’s This Is Tiffany campaign, spotlighting its Tiffany T and Tiffany HardWear collections. In April that same year, the BTS star also attended Tiffany & Co.’s exclusive celebration for the reopening of its New York flagship, The Landmark.

Chopard and Bvlgari: Zhang Linghe

The dashing Pursuit of Jade rising star Zhang Linghe has become a fan, and brand, obsession. In 2024, the marquis was promoted to ambassador of luxury watches and jewellery house Chopard and has since starred in their Sculpted By Light campaign, showcasing pieces from the Ice Cube jewellery collection alongside an Alpine Eagle timepiece, as well as attended prestigious events like the 78th edition of the Cannes Film Festival and a private Chopard dinner in Shanghai in 2025. 

The star had also freshly debuted as the brand ambassador of Bvlgari in January this year, showcasing pieces from the iconic Serpenti and B.zero1 jewellery collection, as well as the Octo Finissimo watch. 

Boucheron: Xiao Zhan

Xiao Zhan — best known for his roles in The Untamed and The Legend of Zang Hai — joined French high jewellery maison Boucheron as a brand ambassador in 2023. A year later, the actor fronted the maison’s 2024 Chinese New Year campaign and did a shoot in Paris for the brand in March this year on the street where Boucheron first opened a boutique in 1893.

Chow Tai Fook: Yang Yang

In January this year, Chinese jewellery giant Chow Tai Fook named the You Are My Glory and Love O2O star Yang Yang as its global brand ambassador. For the announcement, he was captured wearing the brand’s Hua collection for Chinese New Year.

Mikimoto: Song Weilong

Ever since being named Mikimoto’s first male global brand ambassador in 2022, Song Weilong has become one of the Japanese fine jewellery house’s standout faces, appearing in campaigns such as Pearls of Love alongside Chinese actress Dilraba Dilmurat. Earlier this January, the actor sent social media into a frenzy during his appearance at Mikimoto’s boutique opening at Ngee Ann City, where fans reportedly queued for hours just to catch a glimpse of the star.

Piaget: Edward Chen

Swiss luxury jeweller Piaget did it right when they tapped Taiwanese actor Edward Chen as  Friend of the Brand in 2021. The Your Name Engraved Herein and Lesson in Love star has since fronted multiple campaigns, including for the Piaget Polo watch alongside actress Gong Hyo Jin and the Piaget Possession jewellery line. He also attended the opening of a Piaget flagship store in Hong Kong in 2023 and in 2024, hosted a fan meeting titled “Almost Human” sponsored by Piaget.