The partnership with the esteemed South Korean actress was officially announced during an exclusive launch event attended by celebrities, VIPs, and media from across Asia-Pacific
HONG KONG SAR – Media OutReach Newswire – 28 March 2024 – TUMI, the leading international travel and lifestyle brand, celebrated a new milestone yesterday with the introduction of its newest global ambassador, esteemed South Korean actress Mun Ka Young. Mun attended the exclusive event held in Singapore on March 27th to commemorate the launch of TUMI’s newest women’s handbag collection, Asra, and her first-ever campaign with the brand.
Mun Ka Young and TUMI Creative Director Victor Sanz
Over 200 of the region’s leading influencers, celebrities, and VIPs including Hong Kong singer and actress Charlene Choi, Indonesian singer Isyana Sarasvati, Filipina actresses Gabbi Garcia and Sarah Lahbati, Vietnamese actress Diem My, Thai actor Dunk Natachai Boonprasert and actress Love Pattranite, Taiwanese actress Tzeng Chih Chiao, Malaysian model and actress Scha Al-Yahya and actress Koe Yeet, Singapore’s Carrie Wong and Desmond Tan, and India’s Diipa Büller-Khosla, attended the “Discovering Asra” event. Joining them for a dazzling VIP dinner and party were TUMI global executives including Andrew Dawson, President; Victor Sanz, Creative Director; Jill Krizelman, SVP Global Marketing & eCommerce; and Aris Maroulis, VP for Asia-Pacific & Middle East. Singapore was chosen for the launch as the destination that inspired TUMI’s Spring 2024 collection and palette.
Mun Ka Young wears the Asra Small Crossbody in Moonlight
The Asra collection is the latest edition to TUMI’s evolving women’s category, designed for the effortlessly stylish and on-the-go modern woman. It includes three sizes and four compelling colors – TUMI’s core Black and seasonal colors Moonlight, Cameo Rose, and Purple Sunset. Each Asra bag features pleating with a soft structure, coordinating hardware, and a knotted shoulder strap for added visual and textural interest. Additional touches include an exterior microfiber-lined pocket, perfect for a phone or pair of sunglasses, and a leather monogram charm (sold separately) to add TUMI’s signature personalization.
The “Discovering Asra” evening unfolded through a series of surprises, taking guests on an intimate journey to discover the modern allure of Asra. The experience began with a sunset cruise aboard two luxurious TUMI-branded yachts that brought guests to Sentosa. Upon arrival, guests were whisked away to the VIP dinner venue located at Sentosa Golf Club. The venue, which had been transformed into the elegant “Sentosa Pavilion,” celebrated the effortlessly style embodied by Mun and the design language and colors of Asra, including the vibrant Purple Sunset colorway inspired by the beautiful landscapes of Sentosa Island.
Walking through the entrance, guests encountered a rotating showcase featuring a variety of Asra silhouettes framed by a backdrop of soft, curved flower and silk adorned arches inspired by the bag’s design. Next, they were led into the “Marble Room”, an architectural delight that paid homage to the Asra campaign and featured a floating Asra display in striking Cameo Rose. Nearly at their destination, guests traversed the mesmerizing “Asra Alley” with the collection displayed against a captivating video projection by visual artist Markus Kanzler. Arriving in the dining room, guests took their seats at long tables positioned around the edge of the room. LED panels along the walls served as a canvas for the evening’s expansive storytelling, celebrating the partnership between TUMI and Mun.
Celebrity guests from across Asia-Pacific enjoyed the festivities at “Discovering Asra”
After Sanz’s official introduction of Mun, guests were treated to a bespoke menu conceptualized by renowned Art Director, Loic Serot in collaboration with Chef Bjoern Alexander Panek, formerly of two-Michelin-starred Hong Kong restaurant Octavium. Inspired by Mun, each of the five courses zoomed in on a defining moment in the actress’s life – from her culturally diverse heritage as a Korean woman born in Germany to her musical talent, starring roles and her appointment as TUMI’s newest ambassador. Specially created visual projections and live musical performances accompanied each course. The festivities continued under the stars with a “Discovering Asra” party on the rooftop, complete with a dazzling digital fireworks display, an electrifying performance by South Korean DJ Siena, cocktails by Singapore’s award-winning Nutmeg & Clove, and an edible dessert art wall by Singaporean chef Janice Wong.
The new Asra collection is available now at TUMI stores worldwide and TUMI.com. Keep up with TUMI on Instagram and Facebook.
Hashtag: #TUMI
The issuer is solely responsible for the content of this announcement.
About TUMI
Since 1975, TUMI has been creating world-class business, travel and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions.
For more about TUMI, visit 
TUMI.com. TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2024 Tumi, Inc.
Services
STAKEHOLDER ENGAGEMENT
Stakeholder mapping, analysis, engagement and communication needs to be detailed to avoid business losses or even worse, a crisis. How can you do this effectively to prevent failure? ...
BUSINESS INTELLIGENCE
Data-driven business decisions have never been as crucial, especially in this era. MGBF leverages off, technology, experience and market presence to aid businesses in making accurate decisions. ...
GOVERNMENT RELATIONS
MGBF provides comprehensive strategic advice and results-focused solutions to solve clients' problems in business-government relations so they can focus on their core business. ...
BUSINESS & BROADER MARKET ACCESS
A critical business challenge is meeting the right decision-makers and potential buyers through the best channel and platform. How will you improve your business competency? ...
Upcoming Events
‘A WORKING LUNCH WITH NORDIN’: NATIONWIDE TOUR WITH TOYOTA
MGBF founding chairman Nordin Abdullah and UMW Toyota president Datuk Ravindran K. will delve into the convergence of automotive innovation and environmental sustainability in Penang, Sarawak, Johor and Pahang.
MGBF Roundtable: Digitalisation of the Food and Beverage Industry
Hosted by menumiz™ – an end-to-end restaurant management system – this roundtable will feature a case study presentation and a panel session to discuss the latest digital trends, challenges, and opportunities within the food and beverage sector.
THE SOUTH CHINA SEA: A THREAT OF DISRUPTION FOR BUSINESS?
In this episode of 'A Working Lunch with Nordin', MGBF's founding chairman, Nordin Abdullah, will host this discussion focusing on the biggest threats and opportunities for businesses as we look to manage change in the South China Sea.
FOOD SECURITY IN THE BREACH: INDUSTRIALISATION AND WEAPONISATION
This MGBF Roundtable will focus on regional food security issues and trends in the regional supply chain, and trade regulations and policies, including a new geopolitical tool i.e., weaponisation of supply chains.
MGBF In The News
Planet QEOS, KIS BlOCNG San Bhd, and the Sarawak Land Consolidation and Rehabilitation Authority (SALCRA) have officially signed a tripartite memorandum of understanding (MoU) to establish a collaborative framework aimed at producing bio-hydrogen via the Steam Biomethane Reforming (SBMR) Process. The MoU was signed by Planet QEOS executive chairman Dino […]
Planet QEOS and China Machinery Engineering Corporation (CMEC) are interested in investing RM10 billion to co-develop advanced Megawatt peak (MWp) agrovoltaic in Baram, to further boost Sarawak’s green energy initiative and food security. Sarawak Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg was briefed on Friday by both the […]
Last week SPM results came out, 373,974 aspirants who have been waiting patiently over the last few months would now know their fate. Some 10,109 have received all A’s, the golden standard of academic success and the ticket to those looking to study the “more advanced” subjects in university. Proudly, […]
The classic knee-jerk reaction is to say, fire the coach, change the leadership of associations, and reduce the funding till they start performing better. This kind of negative reinforcement may work for kindergarten children, but we are dealing with high-performance adults – individuals much further along in their psychological and […]
Since its earliest tea plantations in 1929, Cameron Highlands has grown to become a key player in the agricultural landscape of Malaysia, producing 40 per cent of all vegetables grown. Despite Malaysia shifting its economic focus away from agriculture, the industry remains imperative for food security and the livelihoods of […]
Although at first glance the travel industry and the agricultural sector appear to have nothing in common, they actually share more than meets the eye. The economic benefits of tourism to the agricultural sector can be multiplied several times over. “Tourism brings the end consumers closer to the source, which […]
The Malaysia Global Business Forum (MGBF) recently held a high-level roundtable themed ‘Designing the Future of the Digital Economy’, attended by industry leaders and business associations. The guest of honour was Yang Berhormat Syerleena Abdul Rashid, the Member of Parliament (MP) for Bukit Bendera in Penang. The MP’s Special Session […]
The Malaysia Global Business Forum (MGBF) will be hosting a roundtable on ‘Designing the Future of the Digital Economy’ on 23 February 2023. It is the culmination of the first three MGBF Exclusive Roundtable Series titled ‘The Evolving Threat Matrix in the Digital Economy’ held throughout 2022. According to the […]
The Founding Chairman of the Malaysia Global Business Forum (MGBF), Nordin Abdullah, today spoke on Bernama TV’s leading English talk show, The Brief, hosted by Jessy Chahal, on the topic of a stable political reality and what that means for the Malaysian economy. Nordin said, “The first thing that it […]
More than 1,100 years ago, Muhammad ibn Musa al-Khwarizmi was developing the mathematical formulas that we know today as algorithms which now have become so intertwined with the business fortunes of global media giants and the very fabric of geopolitics. A series of recent high level international reports have revealed […]
KSK Land has been recognised by the Malaysia Global Business Forum (MGBF) for its role in attracting high net-worth individuals to Malaysia post-pandemic. The first challenge in investor attraction is “selling” the country. In the context of Asia, Malaysia is competing with some very established investment destinations. The second […]
Malaysia, in particular Kuala Lumpur, continues to position itself as a regional centre to do business, educate a family and enjoy a global lifestyle. One company, KSK Land, has taken the lead in positioning itself and the city of Kuala Lumpur as a property investment destination for the global citizen […]
The upcoming budget represents an opportunity to build resilience in the critical sectors that will form the backbone of the country’s future-facing economic ambitions. This however needs to be achieved in the context of managing the community sectors most impacted by COVID-19 over the past two years. The Keluarga Malaysia (Malaysian Family) […]
KUALA LUMPUR, 6 July 2022 – As the global economy continues to deal with unprecedented levels of disruption caused by the pandemic and the conflict between Russia and Ukraine, the convergence of energy security and food security issues has become a front-of-mind issue faced by policy makers and consumers alike. […]
KUALA LUMPUR, 23 June 2022 — Malaysia Global Business Forum (MGBF) ties up with scoutAsia to ensure that businesses are equipped with deeper regional insights. The past two years has seen a massive shift in the way businesses are conducted with digitisation, digitalisation and automation continuously being adopted to improve […]
KUALA LUMPUR, 25 May 2022 – The Malaysia Global Business Forum (MGBF)’s exclusive roundtable on ‘Security Concerns in Critical Value Chains’ was held in a hybrid setting yesterday at the Eastin Hotel Kuala Lumpur. The guest of honour was Yang Berbahagia Tan Sri Dato’ Seri Rafidah Aziz, former minister of […]
