Celebrity Name: Song Yuqi (Yuqi)
Brand Name: Tiffany & Co.
Deal Type: Brand Ambassador
Announced: March 2026
Impact: Strengthens Tiffany & Co.’s appeal with Gen Z and K-pop fans and boosts Yuqi’s luxury fashion profile
- Tiffany & Co. has officially appointed Song Yuqi, Chinese singer-songwriter and member of South Korean girl group I-DLE, as their newest brand ambassador.
- Yuqi made her debut appearance as ambassador at the grand opening of the Tiffany flagship store in Sanlitun Taikoo Li, Beijing, wearing pieces from the Tiffany HardWear, Jean Schlumberger High Jewelry, and Tiffany Eternity collections.
- Yuqi’s ambassador photoshoot features a bold retro look: auburn hair, a sparkling gold dress, and dazzling Tiffany jewelry, that has already generated major buzz among fans.
- The partnership coincides with a busy 2026 for Yuqi and I-DLE, who recently dropped new single “Mono” and are currently on their global “Syncopation” world tour running through August 2026.
American luxury jewelry house Tiffany & Co. has named Song Yuqi, widely known by her stage name Yuqi, as its newest brand ambassador. The Chinese singer-songwriter, who boasts over 11.48 million Weibo followers, is a member and main dancer of South Korean girl group I-DLE.
To mark the partnership, Yuqi starred in a striking photoshoot that showcases her in a retro-glam aesthetic, with eye-catching auburn hair, a sparkling gold dress, and statement Tiffany jewelry. The look immediately went viral across social media, with fans praising her effortless elegance.
Yuqi also appeared on the blue carpet at the opening of Tiffany’s new flagship store in Sanlitun Taikoo Li, Beijing, wearing a necklace, bracelet, earrings, and ring from the Tiffany HardWear collection.
Later at the dinner, she switched to pieces from the Jean Schlumberger High Jewelry collection, including a turquoise necklace, morning glory earrings, a “Bird on a Rock” blue tourmaline ring, and a diamond-set watch from the Tiffany Eternity collection.
Known for her bold individuality and confident charm, Yuqi is seen as a reflection of Tiffany’s modern vision of luxury, one centered on self-expression, optimism, and contemporary elegance.
This is the latest in a string of high-profile brand wins for Yuqi. She previously served as a face of Fendi and Tory Burch in 2024, proving her growing influence in the luxury fashion space.
It’s also worth noting the parallel momentum happening across K-pop right now. Stray Kids’ Felix was named a new Global Icon and Ambassador for Adidas, while BLACKPINK teamed up with MLB and New Era for an exclusive cap collection, a sign that luxury and lifestyle brands are going all-in on K-pop star power.
On the music front, I-DLE recently performed their new single “Mono” on The Kelly Clarkson Show and are currently midway through their “Syncopation” world tour, which runs through August 2026.
Takeaways
This deal is bigger than just a pretty photoshoot. Yuqi’s appointment as a Tiffany & Co. ambassador is a calculated move by one of the world’s most iconic jewelry brands to tap into China’s booming luxury consumer base and Gen Z culture globally.
With over 11 million Weibo followers and a fanbase that spans Asia, Europe, and the Americas, Yuqi is a bridge between two of the world’s most powerful luxury markets.
What’s especially compelling is the timing. Tiffany chose to debut Yuqi at the opening of a flagship store in Beijing’s Sanlitun Taikoo Li, one of the most premium retail corridors in China. That’s not a coincidence. It’s a statement about where Tiffany sees its growth opportunities, and who they believe can carry that message.
For K-pop as a cultural export, this is yet another data point in an undeniable trend: luxury brands are no longer just using K-pop stars for their fanbases, they’re using them to redefine the brand’s identity for a new generation.
Yuqi has now partnered with Fendi, Tory Burch, and now Tiffany & Co., is she quietly becoming one of the most brand-versatile K-pop stars of her generation? Could this move push other major luxury jewelry houses to accelerate their own K-pop ambassador deals?
