L’OCCITANE has partnered with MINGYU from SEVENTEEN as their new Asia brand ambassador, introducing Provence lifestyle to a wider audience in this vibrant region. Acknowledging the trend, L’OCCITANE emphasizes embracing Provencal values like cherishing moments, reconnecting with nature, and self-care in today’s world.
The official announcement took place on May 21st at the renowned L’OCCITANE Shibuya store, a prime location at the iconic Shibuya Scramble crossing, a key destination in Asia for L’OCCITANE, drawing visitors worldwide and serving as the perfect stage for the brand’s collaboration with MINGYU.
Irene Goh, Managing Director of L’OCCITANE Asia-Pacific, stated, “L’OCCITANE has always been deeply connected to the essence of Provence, where life unfolds at an unhurried pace amidst fields of Lavender and groves of Almond trees. MINGYU embodies the ideal modern yet Provencal lifestyle — busy but happy to be so, yet appreciating the luxury of taking time to care for himself and those around him. Together with his charisma and authenticity, we see MINGYU as a perfect match for our brand. We are very excited to be working with MINGYU and hope this partnership will inspire everyone to experience the luxury of taking time with L’OCCITANE.”
Attending the event in Japan, MINGYU honored his collaboration with L’OCCITANE, a brand he admires for its authenticity. His positive personality resonates with the nature-friendly image of the brand, and he is committed to sharing these values in Asia with L’OCCITANE.
MINGYU will start as the Asia ambassador in May. Updates on the Japan event can be seen on L’OCCITANE’s social media and Instagram.
