K-pop and luxury are a winning combination according to Launchmetrics’ latest data. On Wednesday, the software and strategy company revealed that Tomorrow X Together generated $6.2 million in media exposure for Dior.
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Yeonjun, HueningKai, Beomgyu, Taehyun and Soobin were revealed as the French fashion house’s latest ambassadors in August. Both the brand and the group posted a series of photos to their Instagram accounts confirming the news.
In the new imagery, Tomorrow X Together wears custom looks designed by Dior’s artistic director of menswear, Kim Jones. They sported the same ensembles for their headlining performance at the Lollapalooza music festival in Chicago last month.
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A post on Tomorrow X Together’s Instagram generated the most media impact value, with a photo of Yeonjun generating over one million likes and $636,000 in exposure.
“Dior is pleased to announce global icons Tomorrow X Together as new Dior ambassadors, further cementing the House’s bond with the South Korean group,” read a caption from Dior’s Instagram.
Big Hit Entertainment launched Tomorrow X Together in 2019. In 2023, they became the first K-pop act to headline Lollapalooza, and on Tuesday, the group won their first MTV Video Music Award in the category of Push Performance for “Sugar Rush Ride.” Tomorrow X Together was recognized for their performance of the bilingual track on “MTV Push” in April. The series, which launched in 2017, features up-and-coming artists.
Launchmetrics, a data and technology company, develops intelligence with the goal of helping fashion, beauty and lifestyle brands grow their businesses. One of Launchmetrics’ key algorithms is media impact value, which measures the impact of media placements and mentions. It allows brands to estimate the return on investment generated by influencer and celebrity partnerships.