A single picture has captured the attention of music and fashion fans around the world. Louis Vuitton shared photos of three of its top ambassadors—BLACKPINK’s Lisa, BTS’s j-hope, and Stray Kids‘ Felix—together at the brand’s new Seoul exhibition. The images, showing the stars posing and laughing, quickly spread online, with fans calling the moment heartwarming and iconic.
The trio met at the opening of Louis Vuitton Visionary Journeys, a massive new cultural and retail space in the heart of Seoul. The event, held on Wednesday, December 4, launched what is now Louis Vuitton’s largest flagship store in the world.
Inside Louis Vuitton’s Visionary Journeys Seoul
The event was more than a simple store opening. LV The Place Seoul is a six-floor destination that mixes shopping, art, history, and food into one experience. Located inside the Shinsegae The Reserve department store, the space is designed to tell the story of Louis Vuitton’s journey from a trunk-maker to a global fashion house.
Visitors can explore themed rooms that display over 200 pieces from the brand’s history. One section is dedicated to the origins of the famous Monogram pattern, while others focus on travel, music, and the brand’s connection to Korean culture. The design of the store itself uses colors from the traditional Korean Saekdong palette.
The top floors offer dining by famous chefs. Le Café Louis Vuitton, led by pastry chef Maxime Frédéric, serves French pastries with a Korean twist. A fine-dining restaurant, JP at Louis Vuitton, run by Michelin-starred chef Junghyun Park, will open on the sixth floor in January 2026.
Spotlight on the K-Pop Ambassadors’ Style and Statements
Lisa, j-hope, and Felix were among the biggest stars at the opening night, which also included actors like Gianna Jun, Gong Yoo, and “Squid Game” star Ho Yeon. Each ambassador brought their unique style to the event.
j-hope of BTS made a notable fashion statement by debuting a special collaborative sneaker. He wore a pink suede version of Louis Vuitton’s Buttersoft sneaker, which will be released for sale in South Korea on March 20, 2025. Talking about the exhibition, j-hope mentioned he had previously seen the Visionary Journeys exhibit in Osaka and was impressed to see it in Seoul.
“When I first walked in, the scale of it was so grand and impressive — every space felt meaningful. The Music Room really stood out to me,” j-hope told WWD.
Lisa of BLACKPINK wore a sheer, flowy gown with bold black lines tracing her silhouette, creating a dramatic and elegant look. Felix of Stray Kids chose a sharp, all-white suit that gave him a polished and futuristic appearance. He described the exhibition as a magical experience.
“I thought everything was very magical. It felt like I was stepping into another dimension,” said Felix. He also noted that fashion gives him confidence as a performer: “On stage, as an artist, it brings me a lot of confidence. It truly helps me express the kind of music that I want to express on stage”.
Fan Reactions to a Rare Cross-Group Gathering
The official photos released by Louis Vuitton on Saturday, December 6, sent fans into a frenzy. The pictures included two posed shots and one candid image that showed Felix and j-hope pointing playfully at Lisa, who laughed with her hands on her cheeks. For fans of K-pop, seeing ambassadors from three of the industry’s biggest groups together in such a friendly way was a special moment.
Many fans online pointed out that the positive interaction between the stars contrasts with the sometimes intense arguments between different fan groups, known as “fanwars.” The hopeful response was that this moment might encourage more positivity.
“I hope fandoms start to realise that their favs do not hate each other as much as they want them to,” wrote one fan on social media.
Others celebrated simply seeing their favorite artists together. “MY MULTI HEART ALL THREE OF MY FAVS IN ONE FRAME THANK YOU FOR THIS BEAUTIFUL PICTURE I’LL CHERISH THIS FOREVER,” posted another fan. The general sentiment was that the picture was a rare and joyful crossover event in the K-pop world.
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The Broader Impact on Fashion and Korean Culture
The opening of this flagship store is a significant move for Louis Vuitton, solidifying Seoul’s importance as a global fashion capital. Pietro Beccari, the Chairman and CEO of Louis Vuitton, stated that the Seoul location would act as a test site for future large-scale stores designed to reflect the brand’s cultural status.
Local Korean designers praised the investment. Veteran designer Lie Sang Bong called it “remarkable,” noting that international brands don’t always engage with local culture at this level when they launch in Korea.
The event also highlighted Louis Vuitton’s expansion into new product categories. The store features a full beauty counter for La Beauté Louis Vuitton, the brand’s makeup line launched in August 2025. Its creative director, iconic makeup artist Pat McGrath, was also in attendance at the opening.
Artist Takashi Murakami, a long-time collaborator with Louis Vuitton, was a guest, sketching on bags for attendees and discussing his work. The evening included interactive stations where guests could get caricatures drawn or watch artisans demonstrate leather embossing and traditional Korean knot-tying techniques.
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