(#BurberryxKojiMukai) What is the story behind this trend in Social Media today?
21-09-2026
The hashtag reflects the recent appointment of Japanese singer and actor Koji Mukai, a member of the group Snow Man, as a brand ambassador for the British luxury house Burberry. The announcement came in mid-September after years of informal connection: Mukai had long worn the brand in his personal life, attended an earlier runway presentation as a friend of the house, and appeared in the brand’s portrait series. Creative leadership described him as an exceptional talent whose warmth and individuality aligned with the house’s spirit. Mukai himself expressed honor at representing a label he had admired for years and said he intended to keep enjoying it on his own terms while introducing its appeal to a wider audience, including his fans.The current surge of posts centers on his first official appearance in that new role. He traveled to London for the house’s Summer 2027 collection presentation held during London Fashion Week. Images and comments circulating today focus on his airport departure look, his presence at the show, interactions with other guests, and his remarks about the clothes. The combination of a freshly announced ambassadorship and a high-profile runway event on the same day produced the concentrated wave of sharing under the joint hashtag.