LVMH is betting big on K-pop – but why? The Arnault family’s luxury conglomerate tapped a slew of South Korean idols to become brand ambassadors, from BTS’ Jimin for Dior to G-Dragon for Chanel

PARIS, FRANCE – JANUARY 23: (L to R) Delphine Arnault, Jisoo, TAG Heuer CEO Frederic Arnault and Rachel Zegler attend the Christian Dior front row during Paris Fashion Week Haute Couture Spring Summer 2023 on January 23, 2023 in Paris, France. (Photo by David M. Benett/Dave Benett/Getty Images)