Diesel Welcomes K-Pop Star Hoshi to Reinforce APAC Market Presence
Diesel has announced that Hoshi, member of the K-pop group Seventeen, will serve as its brand ambassador, emphasizing the strategic importance of the APAC region.
Following the recent appointment of Damiano David, lead vocalist for the rock band Måneskin, as Diesel’s first Global Male Ambassador, the brand continues to strengthen its connection with the music scene by naming Hoshi as a key figure for the APAC market.
As a global K-pop icon, Hoshi’s charisma, self-confidence, and freedom of expression align with Diesel’s ethos. This partnership aims to amplify Diesel’s energy and message within the region.
“I am happy to be part of Diesel’s family as a brand ambassador, as this will enable me to show various aspects of myself with Diesel to the world,” said Hoshi.
Hoshi and Diesel have been developing their relationship since early 2024, with the K-pop star attending several of the brand’s global events, including the FW24 runway show in February and the Diesel Shibuya opening in May.
To further establish its presence in the APAC market, Diesel will open its third store—the largest in Korea—on July 20th. The store, designed by creative director Glenn Martens, will feature Hoshi at the opening party as part of his ambassadorial role, marking this significant milestone.
The new store will showcase Diesel’s bold and experimental concept, featuring a VIP lounge area, a wide range of the latest collections, and exclusive offerings. These include men’s and women’s ready-to-wear items inspired by the brand’s iconic silver color and the signature 1DR bag, available exclusively at the Diesel Dosan store.
