There are estimated to be 7.5 million expatriots of Korean descent living around the world.
Movado Group might have half an eye on that demographic as its British fashion watch brand Olivia Burton has unveiled Park Shin Hye as its first ever brand ambassador for Korea.
The actress and singer will star in the new Autumn/Winter campaign, launching in August 2019.
Movado Group bought Olivia Burton in 2017. The company retains its autonomy and continues to operate from the fashionable East end of London, but its watches and jewellery have reached new global markets thanks to investment from its owner.
Park Shin Hye made her name in Korean TV drama and movies and is best known for roles in Heartstrings (2011), Flower Boys Next Door (2013), The Heirs (2013) and Pinocchio (2014), according to IMDB.
“As a millennial digital brand which began on social media, we felt that Park Shin Hye’s popularity and social media profile as well as her natural beauty & feminine style made her the perfect fit for Olivia Burton” says Jemma Fennings co-founder & chief brand officer at Olivia Burton.
“As a brand with kindness at his heart, we also greatly admire Park Shin Hye’s extensive charity work – supporting projects which are close to her heart – all around the globe. It’s important to us that our global ambassadors are inspirational and truly beautiful inside and out” Ms Fennings adds.