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TUMI picks Korean actress Mun Ka Young as new ambassador

TUMI picks Korean actress Mun Ka Young as new ambassador

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TUMI has appointed South Korean actress Mun Ka Young (pictured) as its newest brand ambassador, who is presenting the brand’s new Asra handbag collection.

Asra is TUMI’s latest collection of women’s handbags that is designed to seamlessly transition from day to night, with feminine designs and elevated accents that merge functionality with style. Asra targets modern women who are effortlessly stylish and constantly on the go.

As this is Mun's first-ever campaign for the brand, Jill Krizelman, TUMI’s senior vice president of marketing and eCommerce said: “We’re excited to welcome Mun as our newest global TUMI ambassador. She embodies everything we want the TUMI woman to feel; confident, successful and empowered."

To introduce the collection, TUMI has partnered with Mun to roll out a campaign that aims to channel the elegance and modern allure of the Asra collection. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign features Mun with her Asra bag as she explores a classic, museum-like architectural space. 

In the ad, Mun’s bag effortlessly guides her throughout the room as she merges between duplicates of herself, capturing the essence of the collection’s fluidity and grace.

To further celebrate the global campaign launch, TUMI and Mun will bring the Asra collection to life with a global event in Singapore.

“TUMI is thrilled to expand our women’s offerings with the launch of Asra, demonstrating how we offer more than just state-of-the-art luggage. We have accessories and beautiful products that serve as the perfect complement to a busy lifestyle,” Krizelman said.

“I’m honored to be the face of TUMI’s new Asra handbag collection. I’ve long been a fan of TUMI, and I’m thrilled that they’re exploring fresh silhouettes. Beauty and versatility are a big part of my life, and with TUMI these bags are a perfect fit for every journey,” Mun said.

MARKETING-INTERACTIVE has reached out to TUMI for more information. 

Don’t miss: TUMI expands partnership with McLaren Racing with new capsule collection

Recently, TUMI has expanded its partnership with McLaren Racing with the launch of a new capsule collection done in partnership with the NEOM McLaren Extreme E Team.

TUMI has been the Official Luggage Partner of the McLaren Formula 1 Team and McLaren Automotive since 2019, and in February was named the Official Luggage Partner of the NEOM McLaren Extreme E Team and McLaren Shadow esports Team for 2024 and beyond.

Combining cutting-edge technology, innovation and design excellence, the TUMI | McLaren Extreme capsule highlights the performance heritage of both partners. 

Related articles:

TUMI’s suitcases crash through 3D billboards across Asia
TUMI redefines performance luxury positioning with new campaign

TUMI banks on sports and entertainment stars to promote global campaign

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