In an exciting new chapter for both Boucheron and K-pop, South Korean girl group Twice member Mina has been named as the new ambassador for the jewelry brand. Known for her grace and bold style, Mina is someone whose ideals align perfectly with the brand’s values of audacity and uniqueness. She will continue to represent the French luxury jeweler, Boucheron beginning with featuring in its latest campaign.
Since debuting with Twice in 2015, Mina has become a global sensation. The girl group has set numerous records and garnered a massive international following with their innovative pop sound and dynamic performances. Mina, with her intelligence, elegance, and undeniable charisma, has made a significant impact both on and off the stage.
Her partnership with Boucheron marks a new milestone in her career, complementing her existing role as a global ambassador for the Japanese brand SK-II, and her recent association with South Korean luxury brand Metrocity.
“At Boucheron, we have always celebrated creativity, audacity, and singularity. MINA perfectly embodies these values that are so dear to us. She chose to follow her dreams and embrace an artistic career. With her unique personality, infectious energy, and bold style, she is the ideal ambassador for the Maison. Her impressive journey as an artist, but also as a strong and determined woman, can only inspire us. I am proud to welcome MINA to the Boucheron family,” Hélène Poulit-Duquesne, CEO of Maison Boucheron said.
This announcement also highlights Boucheron’s growing global reach. Previously, the brand welcomed actress Han So Hee as its first Korean global ambassador, reflecting its commitment. With Mina now on board, Boucheron anticipates a vibrant and successful collaboration that celebrates both the artist’s and the brand’s shared ideals.
