Bvlgari Names New 'Friend of the House' in Thailand
The luxury jewelry house Bvlgari has named Thai star Orm Kornnaphat as a new Friend of the House for Thailand. The appointment underscores the continued strategy of luxury brands aligning with regional talent to strengthen their presence and appeal in key local markets.
- This appointment makes Orm Kornnaphat the latest addition to Bvlgari's roster of Thai celebrities, which includes global ambassador Lisa Manobal of Blackpink (since 2020) and Thai brand ambassador Davika Hoorne (since 2022). - The new role comes shortly after Kornnaphat was named a global brand ambassador for Dior in November 2025, alongside her co-star Lingling Kwong, making her a representative for major competing luxury conglomerates. - Kornnaphat's rapid rise in the fashion world follows her breakout role in the 2025 Girls' Love (GL) drama "The Secret of Us," which gained significant popularity across Asia. - During the Spring/Summer 2026 fashion season, Kornnaphat demonstrated significant market influence, ranking as the top influencer by generating $23.5 million in Earned Media Value (EMV) for Dior, according to industry reports. - The selection aligns with a broader industry strategy of appointing Thai stars as ambassadors; other examples include Bright Vachirawit for Burberry, Win Metawin for Prada, and Davika Hoorne for Gucci. - Bvlgari is strategically focusing on high-potential markets like Thailand while simultaneously reducing its global retail footprint to enhance brand exclusivity. - In addition to her acting career and brand endorsements, Kornnaphat is the founder of a comfort-wear clothing brand called Keep Silent.
