Ray-Ban taps Jennie, as K-pop continues to reshape global marketing

Eyewear brand Ray-Ban is the latest brand to tap into BLACKPINK member Jennie's global popularity, naming her as its newest global brand ambassador.

Jennie is a renowned singer, rapper, songwriter, and actress and a member of popular K-pop girl group BLACKPINK, and arguably one of the most influential Asian artist of her generation — not just as a pop icon but a global cultural force.

Known for both her distinctive style and her talent, the brand said Jennie embodied Ray-Ban's DNA of expression and innovation.

In addition to the role reflecting her creative spirit at the intersection of heritage and visionary design, Ray-Ban hopes it will encourage people to "express their true selves".

Don’t miss: Visa wants you to travel like Jennie, in latest 'Road to Ruby' campaign

“I’m really happy to be partnering with Ray-Ban. It felt natural from the beginning. To me, confidence isn’t loud; it comes from feeling comfortable with yourself and expressing who you are in a quiet way,” said Jennie.

"Ray-Ban has that same energy: simple, expressive and easy to live in. I love pieces that stay with you every day and become part of your mood, and this collaboration fits perfectly into that,” she added. 

MARKETING-INTERACTIVE has reached out to Ray-Ban for more information. 

Looking back, Ray-Ban had previously appointed several other Asian stars as its global brand ambassadors to amp up its presence in the region, including Japanese superstar Takuya Kimura, GOT7's Jackson Wang, Chinese actor Cheng Yi, and Thai artist Jeff Satur.

With the rise in popularity of newer eyewear brands such as Gentle Monster and Blue Elephant out of Asia, Ray-Ban's appointment of Jennie to front the brand globally, is definitely a strategic one. 

It also joins an array of other international fashion brands who are increasingly banking on the star power of Asian celebrities.

Notably, Tommy Hilfiger tapped BLACKPINK's Jisoo as its global ambassador; CELINE has appointed Chinese actor Wang Anyu as its first male brand ambassador in China; and TUMI picked Chinese actor Wei Daxun as its Asia-Pacific brand ambassador. 

Ray-Ban's partnership with Jennie follows other global brand collaborations with the star in the region through the past year. In November, Visa teamed up with Jennie for a "Road to Ruby" brand film, which excited fans and Blinks across the APAC region. 

Jennie also has long-standing global partnerships with brands such as Chanel, Adidas, Calvin Klein, and Jacquemus.

More recently, MINISO partnered with Jennie for the first time to tap into fandom power by promoting her solo album "Ruby" with an exclusive pop-up in Shanghai. This partnership taps into the huge appeal of K-pop among younger audiences worldwide.

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