Brand ambassadors are a key part of the Burberry marketing plan and the British luxury giant has just named another key celeb to its roster.

Son Suk-ku becomes its latest brand ambassador with the South Korean actor being known for a career in TV and film where he’s played various roles across a range of genres.

In 2021 he starred in the popular Netflix series ‘DP’. The following year, he was praised by critics for his adaptation of Mr Gu in the drama ‘My Liberation Notes’ and won the Best New Actor award for his performance in ‘The Roundup’ at the Korean Association of Film Critic Awards.

Emerging as one of the biggest stars of 2022, he also took to the stage in ‘Army on a Tree’ in 2023.

The company said he “embodies the spirit of the brand” while the actor himself said he’s “long admired” the label.

South Korean celebrities are key picks as brand ambassadors for European and American luxury brands given both their appeal in their domestic market and also their recognition far beyond Korea’s borders. In 2022 Burberry named actress Jun Ji-hyun as its first South Korean female ambassador.

Such big names underline the importance of Asia in general to the luxury segment and to Burberry specifically, as do its Chinese ambassadors.

Late last year, award-winning Chinese actress Tang Wei became the latest Chinese star to join its ambassador line-up.