The It-Kids of South Korea

It-Kids is a series in which Vogue Business spotlights the up-and-coming global talent brands need to know, in partnership with Launchmetrics and global Vogue editions.

Luxury fashion is no stranger to South Korean talent. Brands from Louis Vuitton to Dior to Chanel boast a strong roster of K-pop brand ambassadors, and each fashion month, local talent comes out in force. South Korea is among the three regions that dominated Fall/Winter 2026’s top 10 talents by earned media value (EMV), continuing the trend of seasons past.

“South Korean ambassadors have become some of the most reliable value drivers in fashion, lifestyle and beauty,” says Launchmetrics CMO Alison Bringé. “Their celebrities and influencers don’t just generate coverage, they mobilize global communities that turn a single appearance or post into measurable impact across markets.”

To date, international luxury brands have focused primarily on K-pop stars, given their massive influence. For actors in the region, the trajectory tends to be more gradual, says Hyewon Hwang, web editor at Vogue Korea. “They build their filmography step-by-step, gain solid recognition, and then — once they land a massive breakout hit and gain public affection — leverage that stable foundation to secure major ambassadorships.”

2026 is set to be a big year for Korean film and television; in January, Netflix announced a slate of 33 South Korean series and films set to air throughout the year. Shows including Teach You a Lesson, Can This Love Be Translated? and The Art of Sarah topped Netflix’s latest K-drama engagement report, all with over 20 million views in the first half of the year. The stars in these shows and films are poised for global growth. “What’s coming next is even stronger,” Bringé says. “The newer generation of Korean talent is digitally native and globally connected from day one, which means the return brands see from these partnerships is only compounding.”

One factor for brands to consider is South Korea’s mandatory military service, experts flag. For this reason, male actors often secure ambassadorships after completing their service, which is typically mandated by age 28, though extensions can be granted to 30. In some cases, however, it can be worth aligning with talent ahead of their conscription, in order to beat the scramble once these actors are back and busy.

Another is the sheer starpower of K-pop idols like the members of BTS and Blackpink. At times, Korean appeal is so large that it can eclipse the brand’s own; just look at the fan frenzies outside fashion shows that, at times, prevent attendees from accessing the entrance. This next generation of talent provides an in for luxury brands who are keen to generate loyalty and sales, not just celebrity fervor, through their Korean brand ambassadors. The talent on this list is by no means small-scale — their followings are still in the millions. But they’re well-placed to share attention with the brands they’re advocating for.

Here’s a list of some of the fastest-growing South Korean names, based on their social media followings, content and reach, per Launchmetrics’s growth and Voice Echo analysis, as well as global Vogue editorial consultations.

Moon Sang-min

Actor Moon Sang-min is known for his roles in films including Under the Queen’s Umbrella and To My Beloved Thief, having won Best New Actor for the former at the Baeksang Arts Awards in 2023. Netflix’s Pave debuted in February 2026, before ranking seventh globally among the platform’s non-English films and broadening Sang-min’s reach beyond South Korea. He’s set to star in the forthcoming Disney+ series The Miracle of the Namiya General Store, slated for 2027 release. Brands should get in before this propels the actor even further into the mainstream.