Let’s Not Celebrate Han So-hee & Kim Go-eun’s Cannes Appearance Just Yet
2025-05-23 08:27
add remove print link
From Kim Go-eun to Han So-hee, these actresses made headlines for their glamorous appearances at Cannes—but were they there for the right reasons?
The Cannes Film Festival is one of the most prestigious celebrations of cinema and the arts—a space traditionally reserved for the recognition of cinematic excellence, groundbreaking storytelling, and global artistry. But this year, the spotlight on several Korean stars at Cannes felt more like a victory for luxury marketing than one for Korean cinema.
Korean Stars at Cannes—But Not for Film
This year’s Cannes red carpet featured a striking roster of Korean celebrities: Han So-hee, Kim Go-eun, TWICE’s Mina, and Pachinko star Kim Min-ha. While their beauty and elegance turned heads, they were not present as representatives of film projects or cinematic achievements. Instead, they graced the red carpet as brand ambassadors—faces of global luxury giants like Boucheron, Pomellato, Chanel, and Kering.
Their presence was not a celebration of Korean film, but of fashion. Not a moment of recognition for their latest performances, but a display of curated glamour tied to corporate interests. They were there, not for the screen—but for the sparkle.
Korean Cinema's Absence at Cannes 2025
For the first time in 12 years, no South Korean feature films were selected for the official lineup at the 78th Cannes Film Festival. Despite early buzz around titles like No Other Choice and Hope, they failed to make the cut.
Only the short animated film Glasses was invited to the Critics’ Week section, making it the sole Korean work at the festival.
Why the absence? Industry observers cite post-production delays, fewer submissions, and rising global competition. The lack of big-name auteurs like Bong Joon-ho or Park Chan-wook this year may have also played a role, as newer voices struggled to break through.
The omission has sparked broader questions about Korea’s evolving presence at global festivals—and what it means for the next generation of Korean cinema.
The Business of Beauty and Branding
It’s no secret that K-pop idols and Korean actors have become essential figures in the luxury marketing playbook. From Seoul Fashion Week to Paris runways, global brands are increasingly aligning themselves with Korean stars to tap into the massive influence they wield over fandoms worldwide. This has been a win-win for both parties—brands get cultural cachet and visibility in key markets, while Korean celebrities gain international exposure, prestige, and lucrative endorsement deals.
But this trend is not without its complications.
From Cultural Icons to Commodity
As Korean celebrities are increasingly used to sell fashion and lifestyle, there is growing concern that their identities as artists are being overshadowed by their roles as ambassadors. The shift toward marketing over merit perpetuates a troubling stereotype: that Korean entertainers are more valuable as beautiful faces than as cinematic talents or cultural voices.
It’s a reductive narrative—one that flattens artistry into aesthetic and national identity into marketability. While luxury partnerships are not inherently negative, the overwhelming dominance of branding over artistic contribution at events like Cannes reinforces the idea that Korean presence on the global stage is best framed in commercial terms.
What Representation Should Look Like
None of this is to discredit the achievements or talents of actresses like Han So-hee or Kim Go-eun. Both are immensely skilled performers with rich, evolving filmographies. They deserve to be at Cannes—but ideally as representatives of films, independent projects, or Korean storytelling that challenges, moves, and resonates.
The hope is that in the near future, we’ll see more Korean stars invited to Cannes not just because they’re wearing Chanel or Boucheron, but because they’re premiering a film, sitting on a jury, or receiving a standing ovation for a performance that pushed the boundaries of cinema.
A Final Word
To be clear: Han So-hee, Kim Go-eun, Mina, and Kim Min-ha are artists. Their beauty may shine under luxury jewels, but their value as cultural figures lies deeper—in the stories they tell, the roles they choose, and the impact they have on audiences. Let’s look forward to the day when their Cannes appearance is just as much about what they create as what they wear.
NewsChat