LE SSERAFIM’s Sakura is the FIRST K-Pop Idol to Snag Japan’s Felissimo Ambassadorship! 🧶✨

The ultimate Gen-Z multi-hyphenate, LE SSERAFIM’s Sakura, is officially breaking new ground as she becomes the first-ever K-Pop artist to be appointed ambassador for the renowned Japanese lifestyle brand, Felissimo. This isn’t just a regular brand deal; it’s a massive moment for personal branding and the blurring lines between idol life and authentic passions.

Our beloved Sakura has been specifically chosen to represent Couturier, Felissimo’s premium handmade kit brand. But wait, there’s more! She’s also launching a unique collaborative line, ‘SAKURA MIYAWAKI × Couturier’, marking Couturier’s very first external partnership for a new collection. This move truly highlights her unique influence and creative vision beyond the stage.

For those unfamiliar, Felissimo is a Japanese lifestyle powerhouse with a rich 60-year history. They explained their choice, stating, “Sakura inspires many with her deep interest and passion for knitting. We launched this project hoping people will enjoy knitting in their daily lives, just like Sakura.” It’s clear they recognized her genuine connection to the craft.

Speaking of genuine connection, Sakura isn’t just a face for the brand. She has been deeply involved in the creative process for ‘SAKURA MIYAWAKI × Couturier’, directly planning and overseeing product development. She actively contributed her ideas, drawing from her initial struggles with knitting and the products she genuinely wished to create. We’re beyond excited for what’s to come!

• 🧶 **Product Reveal:** The knitting kits and related items reflecting Sakura’s unique vision will be unveiled sequentially.
• 📺 **TV Debut:** On January 15th, Sakura will appear on NHK E-channel’s ‘Suteki ni Handmade’, showcasing her love for knitting on Japanese television for the very first time.

It’s no secret that Sakura is a prominent “knitting lover” in the K-Pop world. Her passion has frequently been featured in LE SSERAFIM’s self-produced content and various entertainment programs. In fact, her personal knitting merch line, ‘KKUROCHET’, launched in January of last year, was met with immense enthusiasm, leading to the release of a special ‘KKUROCHET Holiday Edition’ in December. Her dedication truly makes her the perfect fit for this role.

Meanwhile, LE SSERAFIM (comprising Kim Chaewon, Sakura, Huh Yunjin, Kazuha, and Hong Eunchae) continues their global dominance. Their highly anticipated encore concerts, ‘LE SSERAFIM TOUR ‘EASY CRAZY HOT’ ENCORE IN SEOUL’, are set to take place on January 31st and February 1st at Seoul’s Jamsil Indoor Stadium. Tickets for both shows sold out within a staggering 10 minutes during general sales, with even the additional limited-view seats being snatched up instantly.

This ambassadorship proves that authenticity and passion can elevate an idol’s brand to new heights globally. We love seeing K-Pop stars like Sakura embracing their unique hobbies and turning them into trend-setting collaborations.

Stay tuned to Hello Korea for all the latest updates on Sakura’s exciting new venture and LE SSERAFIM’s ongoing global success!

Editor: Mia Kang 🌈