Dior Parfums Names Thai Ambassador for Privée Collection

- Before this official appointment, Lingling Sirilak Kwong and her co-star Orm Kornnaphat Sethratanapong, known as the duo "LingOrm," demonstrated significant media impact for Dior. During Paris Fashion Week for the Spring/Summer 2026 season, Kwong generated $21.5 million in Earned Media Value (EMV), while Sethratanapong brought in $23.5 million. - The appointment is part of a broader Dior strategy to engage with the rising influence of Thai celebrities, a trend that rivals the global impact of K-pop stars. In 2023, Dior named Thai actors Mile Phakphum Romsaithong and Apo Nattawin Wattanagitiphat as men's brand ambassadors. - Kwong has a multicultural background; born in Hong Kong to a Chinese father and a Thai mother, she is fluent in Cantonese, Mandarin, English, and Thai. Her career began in beauty pageants before she gained fame as an actress, particularly for her lead role in the popular "girls' love" (GL) drama, *The Secret of Us*. - Beyond her work in entertainment, Kwong is the founder and CEO of a lifestyle and apparel brand called Always Wonder, which offers vintage-inspired clothing in limited drops. - La Collection Privée is Dior's most exclusive fragrance line, positioned to bridge the gap between fragrance and the house's haute couture heritage. The collection's marketing emphasizes storytelling and craftsmanship, with recent updates including customizable, couture-inspired lids and a new global campaign directed by Francis Kurkdjian. - This move targets Thailand's growing luxury market, which was valued at approximately $2.72 billion in 2026 and is projected to reach $3.74 billion by 2031. The growth is driven by rising disposable incomes, a strong tourism sector, and high social media engagement among younger, brand-conscious consumers.