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Members of the K-pop group BTS are highly sought after by luxury brands. J-Hope has become a brand ambassador for Louis Vuitton.
Members of the K-pop group BTS are highly sought after by luxury brands. J-Hope has become a brand ambassador for Louis Vuitton.

Spotlight | France, South Korea
K-pop stars rise to the top of the fashion world charts

South Korea's pop stars are in huge demand as brand ambassadors for major fashion labels. Behind them are the powerful talent agencies negotiating their lucrative contracts - and millions of dollars in support from their own government.

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