Josh M Yugen Named First Filipino Brand Ambassador of JYSK UAE
January 24, 2019. DUBAI, UAE – Top global retail chain giant, JYSK, has announced the appointment of Dubai-based Filipino entrepreneur and fashion maven Josh M Yugen as the newest brand ambassador of JYSK-UAE to help the brand build awareness and reach out to the growing number of Filipinos living in the UAE.
The announcement happened coinciding the launch of JYSK brand in Burjuman Mall. As part of the appointment, Josh M Yugen will be campaigning using his social media channels and network to further create awareness about JYSK’s newest products and brand announcements. Yugen will create engaging photo and video contents to highlight JYSK’s brand philosophy.
“We are very excited and glad to have Josh as part of JYSK family. It is the first time for our brand to have a Filipino brand ambassador and we believe that Josh is a great representation of the Filipino community in Dubai: humble, practical, fashionable and family-oriented. He embodies the JYSK brand core values and we are thrilled to have him as part of our family to deliver our messages across the huge Filipino community in the UAE.” said Bret Trevethan, COO, JYSK-UAE.
Commenting on his appointment as the new brand ambassador of JYSK, Josh M Yugen said, “This appointment has been a blessing to me. I admire the brand even before they asked me to be part of their family as they care about their customers and end users in every products that they sell in the store without neglecting the quality and durability of each of it. Their designs are perfectly fit for Dubai household and urban lifestyle.”
“With over 700,000 Filipinos living in the UAE, the Filipino market in the UAE are brand loyal and I plan to use my social media channels to deliver the brand philosophy rightfully and effectively. I support brands that exert efforts to reach out to their source market and I thank them for including the Filipino community to their target segments as I believe that the Filipino community is a force to be reckoned with in the UAE retail industry.” Yugen added.
ABOUT JOSH M YUGEN
Josh is a multi-awarded writer, fashion maven, socialite and entrepreneur. Josh M. Yugen’s life is an inspirational story of resilience, perseverance, and breaking down countless barriers to achieve immense success.
Hailing from the small and relatively vibrant community in the Philippines, Yugen has successfully overcome a life full of challenges to become an internationally acclaimed writer bagging several international awards such as Most Influential Journalist of the Year in Malta and Media Personality of the Year in Dubai’s leading Filipino community media outlet, with an amass number of following on his social media accounts including 120,000 followers on Instagram (@josh_yugen) and the founder of Dubai-based marketing firm YUGEN PR, one of Dubai’s fastest rising public relations, marketing and events firms which arranged the successful MAYWARD Live in Dubai concert and Maymay Entrata’s historical Arab Fashion Week debut last November 21, 2018.
The event received an overwhelming praises as it was the biggest Filipino concert ever produced in Dubai in 2018 in terms of number of people who attended the event. An estimate of more than 30,000 people flocks at Global Village last November 23, 2018 to witness the one-night only performance of Philippines’ hottest love pair Mayward. Before the concert on November 23, Maymay Entrata strut the runway of the prestigious Arab fashion Week, Dubai’s official fashion week, and created history as the First Filipina woman to open the runway of the fashion week. Entrata slayed the runway with two outfits from AMATO Couture by Furne One and even walked the finale walk with the designer himself.
The Arab Fashion Week AMATO show created history by being the only fashion week in the world that trended on Twitter’s Top 1 trending topic of the day simultaneously in the Philippines, the UAE and worldwide (not to mention that it also trended in Puerto Rico, Belarus, Latvia, Vietnam, Israel).
