Jo Malone London has appointed South Korean star Kim Soo Hyun as its new APAC brand ambassador. Known for his remarkable range and dedication, Kim Soo Hyun has captivated global audiences with his transformative performances across a variety of genres. Now, he’s lending his talent and spirit to Jo Malone London, a brand synonymous with refined British perfumery and artisanal craftsmanship.

His partnership with Jo Malone London feels like a natural fit, united by a shared commitment to quality and an eye for storytelling. With his consistent dedication to bringing nuanced, multifaceted roles to life on screen, Kim Soo Hyun has developed a reputation for both excellence and authenticity. It’s this unwavering commitment to his craft that caught the attention of Jo Malone London’s Senior Vice President and Global General Manager, Jo Dancey, who described him as an ideal representative of the brand’s values of artistry and connection.

The actor himself shares a genuine fondness for Jo Malone London, expressing excitement about joining a brand that resonates with his personal taste. “It is a great joy to collaborate with Jo Malone London,” Kim shared, noting the transformative power of scent in evoking emotion and unlocking memories. A longtime fan, Kim revealed that his go-to fragrances are Hinoki & Cedarwood—a bold, woody scent evocative of Japan’s sacred forests—and Wood Sage & Sea Salt, a fresh, coastal-inspired blend that’s become an iconic favorite.

As the new face of Jo Malone London across Asia Pacific, Kim brings with him not just star power, but an element of approachability and emotional connection. His role signals Jo Malone London’s growing presence in Asia, blending British sensibilities with a touch of the East—embodied by an actor who effortlessly bridges cultural boundaries.

For more information on Jo Malone London and to shop Kim Soo Hyun’s favourites, head over to jomalone.com.my