Miu Miu has orchestrated a web of celebrities in Asia, which includes Wonyoung, Minnie and Momo, who are influential across different regions.
Miu Miu’s rapid revenue climb may come as little surprise to those who understand the brand’s celebrity alignment in Asia, its most significant market.For the total company, Asia-Pacific, which includes China and South Korea, was up 10 percent to 396 million euros. Sales in Japan climbed 29 percent to 145 million euros. At constant exchange rates, sales in Japan jumped 46 percent.
Girl group I-dle’s member Nicha Yontararak from Thailand, better known as Minnie, and girl group IVE’s member Wonyoung Jang, who is of Chinese descent, are Miu Miu brand ambassadors as well.Their popularity goes far beyond the border of South Korea. Momo’s influence in Japan, as well as Minnie’s popularity in Southeast Asia, help Miu Miu tap into these regions.
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