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And how Korean culture has reshaped the global luxury landscape In the last decade, something remarkable has reshaped the world of luxury fashion, beauty, and perfumery: South Korea’s cultural influence. What began with the global spread of K‑pop and Korean dramas has grown into an unstoppable cultural force that now touches the highest echelons of global luxury brands. Today, it’s no longer unusual to see K‑pop idols and K‑drama stars fronting campaigns for houses like Chane

HERA’s latest campaign marks a quiet but powerful shift in the beauty landscape. By naming Felix from Stray Kids as its global ambassador , the Seoul-based luxury brand opens a new chapter , one where beauty feels more fluid, expressive and deeply personal. Felix x HERA. Felix embodies everything HERA represents today: confidence without excess, elegance with edge, and a modern approach to identity. His presence brings a fresh energy to the brand’s vision of Seoul Beauty , b