Thai actresses Lingling Kwong and Orm Kornnaphat, along with K-pop idols BTS’ V, BLACKPINK’s Jisoo and Stray Kids’ Felix, have emerged as the top celebrities at this year’s Paris Fashion Week based on their digital impact.
According to public relations expert Karla Otto and influencer marketing platform Lefty, the Thai and South Korean stars earned their spots due to the Earned Media Value (EMV) they generated from their attendance and content during the high-profile fashion event.
EMV reflects how much money a brand can expect to gain from positive mentions in digital and offline media, according to Indeed.
In a LinkedIn article, Karla Otto’s expert insights team, in collaboration with The Independents: Lefty and CTZAR, presented a detailed breakdown of the celebrities and brands that captured the most online attention during this season’s shows.
“Paris Fashion Week delivered spectacle in spades. The excitement translated online, with Earned Media Value (EMV) growing 14% year-on-year to $500.3 million, according to Lefty,” the article stated.
One of the biggest contributors was the multinational luxury brand Dior.
“According to Lefty data, Dior garnered a staggering $90.6M in EMV, representing 18% of the online buzz made during Paris Fashion Week,” the article revealed, underscoring the brand’s dominance across major social media platforms.
Dior ambassadors Lingling Kwong and Orm Kornnaphat Sethratanapong, popularly known as “LingOrm” in Thailand’s Girl Love series genre, made a massive impact with a staggering $45M EMV.
“Thai Actors Kornnaphat Sethratanapong and Sirilak Kwong collectively generated nearly $45M EMV – about 50% of Dior’s media value,” Otto stated, emphasizing the power of their fanbases.
“Between them, the two aforementioned Thai stars Lingling Kwong and Orm Kornnaphat posted 50 times for Dior, providing their fandoms with a flurry of content,” the article noted on how their impressive performance was largely fueled by their content output.
Following closely behind the Thai on-screen couple were K-pop idols BTS’ V, Stray Kids’ Felix, and BLACKPINK’s Jisoo. These stars also generated significant EMV, with BTS’ V earning $13.1 million, Felix with $10.8 million, and Jisoo with $10.4 million.
Otto highlighted the shift in the ranking usually dominated by some of the biggest names in K-pop, writing: “For the first time in Paris, we see Thai Drama stars overtake omnipresent K-Pop icons. Their secret? Volume.”
Lingling and Orm rose to fame through their pairing “LingOrm” in the GL series “The Secret of Us” and “Only You,” which helped build their loyal global fanbase.
Meanwhile, BTS and BLACKPINK are currently preparing for their respective group comebacks after focusing on solo activities and military service, with the latter’s member Jisoo having recently released her collaboration single “Eyes Closed” with former One Direction member Zayn Malik.
Stray Kids recently made history on the Billboard 200, with their full-length album “KARMA” debuting at No. 1—marking their seventh consecutive chart-topping release.
