QUITE THE PART: Louis Vuitton continues to ride the Hallyu wave with the addition of another house ambassador from South Korea.
Seasoned actor Gong Yoo is the latest celebrity to join the LVMH Moët Hennessy Louis Vuitton-owned brand’s roster of spokespeople, alongside K-pop sensations including J-Hope from BTS and BamBam and Jackson Wang of Got7.
Gong is no stranger to the house. Back in 2017, he fronted ads for its LV Tambour Horizon watch, and he was present at the opening of its Louis Vuitton Maison Seoul boutique in 2019. Just last week, he attended the house’s Paris men’s show designed by Pharrell Williams.
Gong Yoo front row at Louis Vuitton men’s spring 2025. Photo by Stéphane Feugère/WWD
Stephane Feugere/WWD
The 44-year-old, whose birth name is Gong Ji-cheol, has been praised for the depth and diversity of his roles over the past two decades. “Gong Yoo exemplifies the spirit of Louis Vuitton with his commitment to excellence and innovation in his craft,” the brand said in a statement. He has “consistently pushed boundaries and demonstrated an unwavering dedication to his art.”
Gong’s breakout role was in the 2007 TV drama “Coffee Prince,” and he has garnered acclaim for a number of his roles including “Train to Busan” and the Netflix sci-fi series “The Silent Sea.” Later this year he will return as the Salesman in the second season of the Netflix blockbuster “Squid Game.”
Vuitton said the actor’s philanthropic activities also made him a good match for the house. He was named a special representative of the United Nations Children’s Fund, or UNICEF, in South Korea in 2013, a role he maintains to this day, and has opened up in public about dealing with mental health issues. “Gong Yoo’s efforts to raise awareness about environmental issues and mental health resonate with the maison’s commitment to crafting a better future,” Vuitton said.
In 2011, Gong played the lead role in “Silenced,” based on a true story about abuse in a home for children with hearing difficulties. Public outcry over the lenient sentences handed to those involved in the case after the film’s release ultimately led to a change in the law in South Korea.
Louis Vuitton continues to strengthen its ties with South Korea and its vibrant luxury market. It staged a monumental women’s pre-fall show last April, turning Seoul’s landmark Jamsugyo Bridge into an epic runway in collaboration with “Squid Game” director Hwang Dong-hyuk.
Its roster of South Korean ambassadors also includes K-pop stars girl band Le Sserafim, Felix of Stray Kids, J-Hope from BTS, Hyein from NewJeans and Riize.