How Jisoo from Blackpink boosted Dior’s sales by 12.4% in the Korean market

In her role as a global ambassador for both Korea and the world, Jisoo from Blackpink has been instrumental in driving up Dior’s sales in Korea for the last three years.

Jisoo from Blackpink is now a global ambassador for Dior, and it’s been reported that the French luxury brand achieved sales of 1.04 trillion won in Korea last year, marking their highest revenue ever in the country.
Dior has seen a significant increase in revenue over the past three years, thanks in part to their active marketing efforts in the local market. This includes strategies like appointing Jisoo as an ambassador and opening a children’s clothing store.
According to a recent report from the Korean Financial Supervisory Service, Dior’s revenue in 2023 reached 1,045.6 billion won, showing a 12.4% increase from the previous year’s 930.5 billion won. This is the first time Dior has surpassed the 1,000 billion won mark in revenue in Korea.

Jisoo became the global ambassador for Dior in March 2021, a prestigious role that showcases her influence and style. Despite a slight dip in Dior Korea’s operating profit by 3.6% from the previous year, the luxury brand still managed to achieve a commendable 312 billion won. The decrease in profit can be attributed to a sluggish economy that affected the overall demand for luxury goods. However, Dior stands out with its impressive double-digit revenue growth, outshining other foreign luxury brands in major department stores last year. Even amidst a stagnant domestic luxury market, Dior continues to thrive, with its revenue nearly tripling in the past three years, especially during the challenging times of the COVID-19 pandemic. Jisoo’s appointment as a global ambassador for fashion and beauty coincided with Dior’s remarkable growth, underscoring her influence in the fashion world.

Jisoo from Blackpink contributes to a 12.4% boost in Dior’s revenue in South Korea.
In 2021, Dior’s revenue in South Korea soared to 613.9 billion won, marking an impressive 86.8% rise from the previous year’s 328.5 billion won. Profits also doubled during this period, climbing from 104.7 billion won to 211.5 billion won. This surge is credited to Jisoo being appointed as a global ambassador in March 2021, coupled with the brand’s strategic marketing efforts.
Fast forward to 2022, Dior’s revenue in South Korea increased to 930.5 billion won, representing a 51.77% growth from 2021. Operating profit followed suit, rising by 53.05% to 323.7 billion won. Market analysts attribute a significant portion of this success to the influence of Jisoo, who has undoubtedly made an impact on Dior’s performance in the Korean market.
Jisoo has earned the title of Dior’s top global ambassador, consistently chosen to front promotional campaigns for Dior cosmetics in recent months. Notably, Dior’s Creative Director Maria Grazia Chiuri personally crafted a pink dress for Jisoo to showcase in the Dior Addict Lip Glow lipstick campaign. These perks have led to Jisoo being lovingly referred to as the “Dior princess” by both media outlets and the public.

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