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BTS's Jimin is Dior's new global brand ambassador

STORY: Meet the new face of Dior

Dior has named BTS's Jimin

as its global brand ambassador

South Koreans have become the world's

biggest spenders per capita on luxury goods

Source: Morgan Stanley

splashing out an average of $325 a year

European luxury houses have been keen

on tapping into the popularity of K-pop stars

particularly with younger shoppers

LVMH-owned Dior has also forged links

with K-pop star Jisoo of Blackpink