Moon Ga Young Starts Her Glamorous Official Activities as Global Ambassador for 'TUMI'

The performance luxury brand TUMI has officially announced the partnership with the new global ambassador, actress Moon Ga Young, alongside the launch of the women's handbag collection 'ASRA Collection'. To celebrate, a global event 'Discovering ASRA' was held in Singapore.

Actress Moon Ga Young shined at her first official appearance since becoming the brand's ambassador at the Singapore global event to celebrate the launch of the ASRA collection and her first campaign with the brand.

Moreover, special guests including Indonesian singer Isyana Sarasvati, Filipino actors Gabbi Garcia and Sarah Lahbati, Vietnamese actress Diem My, and Hong Kong singer and actress Charlene Choi, representing celebrities, influencers, and VIPs from the Asia-Pacific region, attended the event.

Additionally, TUMI's global executives, including Global Representative Andrew Dawson, Creative Director Victor Sanz, Executive Vice President of Global Marketing & E-commerce Jill Krizelman, and the newly appointed Vice President for Asia Pacific & Middle East Aris Maroulis, were present alongside the celebrities.

The ASRA collection is the most recently launched collection among TUMI's annually added women's lines, designed for the stylish and active modern woman. The ASRA collection is available in three sizes and comes in four attractive colors: TUMI's core color black and seasonal colors Moonlight, Cameo Rose, and Purple Sunset.

Each ASRA bag is designed with a soft pleated structure and harmonious hardware, with knotted shoulder straps adding visual and tactile interest. External pockets lined with microfiber for storing phones or sunglasses and leather monogram charms (sold separately) add to TUMI's unique identity.

“Discovering ASRA” was conducted in Singapore, inspired by TUMI's Spring 2024 collection and colors, leading various guests on a glamorous journey to discover the modern charm of ASRA. The first agenda included enjoying a luxurious sunset cruise to Sentosa Sunset Pier aboard two TUMI yachts, followed by moving to a VIP dinner venue at Sentosa Golf Club.

The dining venue, transformed into 'Sentosa Pavilion,' shone with the design and colors of the ASRA collection, inspired by the natural and unique style of actress Moon Ga Young and the beautiful scenery of Sentosa Island.

Upon entering, guests could see a revolving showcase presenting various ASRA silhouettes against a backdrop of arches decorated with silk and soft, curvaceous flowers inspired by the bag designs. Next, the journey moved to the 'Marble Room,' showcasing the ASRA collection displayed floating above the striking Cameo Rose color, boasting architectural beauty.

Walking through the enchanting 'Asra Alley,' guests could admire the soft and three-dimensional textures and colors of ASRA, displayed against the contrasting charming video screens by visual artist Markus Kanzler. LED panels installed along the walls of the dining tables served as a canvas showcasing the extensive storytelling celebrating the partnership between TUMI and Moon Ga Young.

TUMI's Creative Director Victor Sanz formally introduced actress Moon Ga Young to various global guests as TUMI's global ambassador. The dinner venue featured a custom menu prepared in collaboration with Chef Bjoern Alexander Panek of the Michelin 2-star Hong Kong restaurant Octavium.

The five-course meal inspired by Ambassador Moon Ga Young spotlighted five pivotal moments in her life, from her diverse cultural heritage as a Korean woman born in Germany, to her musical talent, acting career, and her appointment as TUMI's new ambassador. Each course was accompanied by specially produced videos and live music performances.

The 'Discovering ASRA' party continued under the stars on the rooftop with a spectacular digital fireworks display, a performance by Korean DJ Siena, award-winning cocktails from Singapore's Nutmeg & Clove, and an edible dessert art wall by Singapore chef Janice Wong, successfully concluding the celebration.