Byeon Woo Seok has officially joined the BVLGARI family. The news was announced amidst the broadcast of his latest Korean drama, Perfect Crown, alongside IU, which has gone viral. Byeon Woo Seok's name shot to fame after starring in the Korean drama Lovely Runner in 2024.
He achieved similar success this year after showcasing his charm as Prince Ian. A BVLGARI representative revealed that Byeon Woo Seok's unmatched visuals were the reason he was chosen as the brand's newest ambassador.
The actor joins IVE's Jang Wonyoung and BLACKPINK's Lisa as South Korean representatives. "Byeon Woo Seok's classy visuals, his unmatched presence, and the sincerity he displays through his acting projects perfectly align with the artistic and creative values of this fashion house," said a statement from a BVLGARI representative shared today, Monday (May 11, 2026).
Other fashion brands that have partnered with Byeon Woo Seok as a brand ambassador include Giordano, Discovery Expedition, and Bench. He's also a top-selling beauty and food and beverage brand. It's no surprise that Byeon Woo Seok's face dominates South Korea's commercials.
Byeon Woo Seok also earned the nickname "CF King" because he was also seen in advertisements for Clinique, Physiogel, Dashu, Euthymol, Olens, Ediya Coffee, Kyochon, Baskin Robbins South Korea, NH Nonghyup Bank, LG Electronics, and Dunkin' Philippines.
In an official statement, BVLGARI representatives also released photos of Byeon Woo Seok showcasing the luxury jewelry and watches from the Italian fashion house.
One striking feature is the extra-thin 'Bvlgari Octo Finissimo' watch collection, which measures just 5.15 mm thick and measures 40 cm in diameter. As reported on the official BVLGARI website, the watch worn by Byeon Woo Seok is priced at €17,700.
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