Park Bo Gum is officially the new global brand ambassador for Gucci. The Italian luxury fashion house announced the appointment on November 5, 2026, confirming the South Korean actor will represent the brand at major events and take part in various global projects. The news arrived with a new campaign titled “THE NEW CORE”, giving fans a first look at the actor’s edgier side under Gucci’s current creative direction.
Gucci’s Announcement and What It Means
Gucci shared the announcement across its official social media platforms, including Instagram, X, Facebook, YouTube, TikTok, and LinkedIn. The brand explained that Park Bo Gum’s willingness to take on new challenges and his ability to deliver layered performances match the values Gucci wants to represent.
The appointment places Park Bo Gum among the small group of Korean actors chosen as global faces of major European luxury houses. His role goes beyond photo shoots. As a global ambassador, he will attend Gucci’s key events and work on projects connected to the brand’s new creative chapter. Gucci has been reshaping its identity under creative director Demna Gvasalia, who took the role in 2025 after a decade at Balenciaga. The timing of Park Bo Gum’s hiring lines up with that shift, and the “THE NEW CORE” campaign serves as an early signal of how the partnership will look.
Park Bo Gum’s Statement on Joining Gucci
Park Bo Gum shared his thoughts on the appointment in a press release. The actor spoke about Gucci’s long history and his curiosity about the direction Demna is taking the brand.
“I’m delighted to be part of writing a new chapter in Gucci’s century-long legacy. I look forward to gaining a deeper understanding of the style language Demna will bring to Gucci and building on it with a fresh aesthetic.”
The statement reflects a respectful but forward-looking tone. Park Bo Gum did not treat the role as a simple endorsement. His words point to an interest in learning how Gucci’s design language is changing and contributing to that change.
‘The New Core’ Campaign: Photos and Style
Gucci introduced the partnership alongside the “THE NEW CORE” campaign. On the same day, Park Bo Gum posted behind-the-scenes photos from the Gucci shoot on his personal social media accounts with the caption “THE NEW CORE” and the hashtags #GucciCore and #BOGUMxGUCCI.
The photos show a different side of the actor. One image features a brown leather jacket paired with black pants against a gray metal wall, with a hat completing another shot. The styling leans into a vintage-inspired mood while keeping a clean, modern edge. Korean media described the look as a mix of refined tailoring and a slightly rebellious attitude.
The campaign name, “THE NEW CORE,” suggests a focus on Gucci’s evolving identity. The photos put Park Bo Gum at the center of that message. His usual public image is often described as warm and polished. The Gucci shoot adds a sharper, more textured layer to that image.
Fan Reactions: From Surprise to Approval
Fan communities responded quickly to the news. Before the official announcement, teaser images from the Gucci shoot had already sparked discussion. On theqoo, a popular Korean online community, comments focused on the actor’s unexpected vibe.
“I freaking like the cold vibesㅠㅠㅠㅠㅠ I f*cking like the bad boy vibes… his face has so many sides”
Another comment read:
“This is the best Park Bogum has ever looked to me. The vibes are daebak”
Some fans were initially unsure how Park Bo Gum would fit with Gucci because of his neat, gentle public image. A comment on storykpop captured that feeling: “I can’t picture Park Bogum with Gucci, so I’m curiousㅋㅋㅋ He has such a neat and polished image”. The same thread included reactions like “Depending on the outfit, he can look pretty edgy, so I think it’ll suit him”.
The overall fan response moved from curiosity to approval as the campaign photos circulated. The mix of surprise and excitement shows that the partnership has already generated conversation beyond the usual fashion audience.
Park Bo Gum’s Career and Upcoming Projects
Park Bo Gum debuted in the 2011 thriller film “Blind” and gained wide recognition through the tvN drama “Reply 1988” (2015–16). He followed that with the period romance “Love in the Moonlight” (2016) and the Netflix series “When Life Gives You Tangerines” (2025). His filmography spans romance, historical drama, and action, which matches Gucci’s statement about his range as an actor.
Beyond acting, Park Bo Gum has taken on other ambassador roles. He was named the first ambassador for the 2026 MAMA Awards. He is also set to return to television with “Bogum Magical 2” (also known as “The Village Barber Season 2”), a variety show where he runs a hair salon in a seaside village in Tongyeong alongside Lee Sang Yi and Go Kyung Pyo. The show is scheduled to air on November 29, 2026.
The Gucci ambassadorship adds a major fashion partnership to a busy period for the actor. His existing projects and the new campaign will keep him visible across both entertainment and fashion media.
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Gucci’s New Creative Chapter Under Demna
Demna Gvasalia’s arrival at Gucci marked a significant change for the house. Before Gucci, he spent 10 years as creative director of Balenciaga, a period known for bold, street-influenced designs. Gucci described its current moment as the start of a new creative chapter. Park Bo Gum’s appointment and the “THE NEW CORE” campaign are among the first public-facing steps of that chapter.
The actor’s ability to move between classic and contemporary styles gives Gucci a flexible ambassador. The campaign photos do not push him into a single box. They show him in tailored pieces and leather, with a mood that feels both vintage and current. That balance is likely part of what Gucci wants to communicate as it redefines its image.
Also Read: Park Bo Gum, Lee Sang Yi and Ko Kyung Pyo Hit a Dialect Wall in The Village Barber 2 Teaser
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