Italian luxury brand Gucci has named actor Park Bo-gum as its new global brand ambassador. One of the defining actors of his generation, Park has built a deep connection with audiences through his range and sincerity.

After first rising to prominence through the dramas “Reply 1988” and “Love in the Moonlight,” he has continued his career across genres, from romance and period pieces to action. He has been recognized for his acting with wins at multiple awards ceremonies, and most recently delivered an even more layered performance in “When Life Gives You Tangerines” and “Good Boy.” With each project revealing a new side of him, he is an actor whose next chapter is eagerly anticipated.

Park Bo-gum said, “I’m delighted to be writing a new story together atop Gucci’s legacy, which spans a century. I’m looking forward to the journey of deeply understanding the style language Demna will unfold for Gucci, and adding another layer of aesthetics on top of it.”

With both the boldness to take on new characters and a refined intensity, Park naturally aligns with the vision and values Gucci pursues. Going forward, as Gucci’s global brand ambassador, he will take part in a range of the House’s events and projects.