Song Kang Joins Loewe as Its Latest Global Ambassador

South Korean actor Song Kang becomes Loewe’s newest global ambassador, strengthening the connection between luxury, culture and the rising influence of Korean talent.

Loewe continues to expand its international influence with a strategic move that aligns perfectly with the global momentum of Korean culture. The Spanish luxury house has officially named South Korean actor Song Kang as its newest ambassador, a decision aimed squarely at the young, culturally driven audience that has helped turn him into a worldwide icon.

At 31, Song Kang has become one of Asia’s most recognisable screen talents thanks to titles that have defined a new era of global streaming. His role in ‘Love Alarm’ propelled him to international fame, followed by the breakout success of ‘Sweet Home’, one of Netflix’s most-watched fantasy thrillers. His sharp on-screen presence and refined, experimental approach to personal style have made him a natural fit for the front row of international fashion.

Since his 2017 debut in the series ‘The Liar and His Lover’, Song has explored a wide range of genres, culminating in his most recent lead role in ‘My Demon’, where he portrayed a mischievous immortal with striking charisma before pausing his career to complete South Korea’s mandatory military service.

Loewe highlights his magnetism and his affinity with the brand’s artistic direction, especially its dedication to craft, modernity and new creative codes. The actor described the collaboration as a genuine meeting point between innovation and staying true to his artistic identity.

With this announcement, Song Kang joins an international constellation of ambassadors including Wang Yibo, Stephane Bak, Giselle, Jiang Qiming, Chen Duling and Kara Wai. His arrival coincides with a renewed era for the house under American design duo Jack McCollough and Lazaro Hernandez, who unveiled their first collection for the spring 2026 season in Paris.

The partnership not only expands Loewe’s cultural dimension but also reinforces the growing impact of Korean entertainment on luxury fashion. It marks the beginning of a chapter that promises to resonate strongly across both the fashion world and the global narrative surrounding one of his generation’s most influential stars.