THE WHAT? L’Occitane has named rapper Mingyu as its first Ambassador for the Asian region. The brand feted its new partnership with the K-pop star at its Shibuya store – one of its flagship Asian locations.

THE DETAILS The move is designed to raise brand awareness among a broader audience, according to a report published by Tatler Asia. The Seventeen ‘mood-maker’ is said to chime with the spirit of L’Occitane.

THE WHY? Irene Goh, Managing Director of L’Occitane Asia-Pacific, told Tatler Asia, “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.”